Analisis Tingkat Kepuasan Konsumen Terhadap Ikan Salai Merk “SEDAP” ( Kasus Di Supermarket Makanan Khas Riau Megarasa Kecamatan Sail Kota Pekanbaru Provinsi Riau )

Sihotang, Roma Ruganry (2021) Analisis Tingkat Kepuasan Konsumen Terhadap Ikan Salai Merk “SEDAP” ( Kasus Di Supermarket Makanan Khas Riau Megarasa Kecamatan Sail Kota Pekanbaru Provinsi Riau ). Other thesis, Universitas Islam Riau.

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Abstract

Analysis of the Level of Consumer Satisfaction with the "Delicious" Brand of Sali Fish (Case in the Riau Special Food Supermarket, Megarasa, Sail District, Pekanbaru City, Riau Province), under the guidance of Mrs. Dr. Ir. Marliati, M.Si.  The increasing demand for typical Riau food products is illustrated by the opening of a number of outlets selling various traditional Riau specialties. This can trigger competition between entrepreneurs and the need to improve the performance of entrepreneurs so that consumers feel satisfied and loyal. This study aims to analyze: (1) consumer characteristics, product characteristics and profiles of Salai fish business (2) consumer satisfaction level of megarasa supermarket (3) marketing strategy of megarasa supermarket. The method used in this research is a survey with a total sample of 96 people. The sampling technique used in this research is accidental sampling. Analysis of the data used for consumer characteristics, product characteristics and business profiles using qualitative and quantitative descriptive analysis, consumer satisfaction levels using IPA and CSI analysis, and marketing strategies using qualitative descriptive analysis. The results showed that 1) the characteristics of respondents who bought salai fish at the megarasa supermarket with an average age of 38.94, and most of them were women (70%), with married status, the level of consumer education was bachelor with an average of 24 years, the number of family members is 2-3 people, with the most work being housewives, with incomes ranging from Rp. 7,000,000 and above. The characteristics of the smoked fish are savory and delicious taste, the size of the fish is quite large, the color of the smoked fish is brownish yellow and the durability is quite long. Business profile Megarasa Supermarket is a small-scale industry, has a business license, business capital comes from own capital and a workforce of 14 people who come from outside the family. 2) The level of consumer satisfaction Supermarket Megarasa by Important and Performance Analysis (IPA) shows the main priority is the size of the fish and the neatness of the employees, however the overall customer satisfaction index smoked fish brand "savory" in supermarkets megarasa pekanbaru all attributes are already said to be satisfied and based Custumer Satisfaction Index (CSI) obtained is 86.81%. Improvements in attributes obtained through IPA are expected to increase the CSI value up to 100%. 3) The suggested marketing strategies are as follows a) product strategies, namely fish size, fish size attributes are still not satisfying consumers. Future strategies to increase customer satisfaction. Future strategies need to improve and increase the size of the smoked fish and sell the larger salmon. b) promotional strategy, namely promotional media, in this category the priority that needs to be improved is promotional media, this attribute does not give an attractive impression to consumers to increase consumer satisfaction. In the future, strategies need to be reproduced and improved promotional media so that consumers always get better information to consumers. consumer. c) strategy of the(people), attributes neatness dressed employees are included in the category of priority, to improve customer satisfaction strategy of the future should the supermarket megarasa more attention karapihan dressed employees like to use the shoes and dress uniform as well as the hair should use hair clips / (hair clips) to make it look neater and employees who use headscarves to pay more attention to their tidiness, it is better if employees who use headscarves are better off using the same color to make it look harmonious with the others.

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