Syahrul, Susy (2023) Analisis Tingkat Kepuasan Konsumen Terhadap Keripik Nanas Bumdes Kuala Alam Di Kecamatan Bengkalis Kabupaten Bengkalis Provinsi Riau. Masters thesis, Universitas Islam Riau.

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Abstract

Pineapple chips are a type of snack food that is much loved and more practical in consuming fruit. Basically the goal of a business is to create a sense of satisfaction in customers. need to know well what factors affect customer satisfaction so that they can continue to improve the products produced by BUMDes. The purpose of the study was to determine the characteristics of consumers, entrepreneurs, store services and business profiles, the level of satisfaction with the products and services of pineapple chips sales and marketing strategies for pineapple chips. The survey method was used in this study with accindental sampling technique with a total of 90 people consisting of 30 consumers of BUMDes outlets, 30 consumers of Mandiri Supermarket and 30 consumers of Toko MM. Data analysis to determine the level of consumer satisfaction using IPA and CSI analysis. The results showed that the age of pineapple chips consumers in the age range of 26-37 years (40%), female gender, number of family dependents of 2 people with an average income between 1-3 million. Based on IPA analysis, attributes that need to be improved at BUMDes outlets are parking spaces, convenience outside and inside the store, and security outside and inside the store, Mandiri Supermarket, namely the price of pineapple chips, price suitability, number of promotional media, promotional intensity and employee friendliness while Toko MM is the price of pineapple chips, the number of promotional media, neatness of employee clothing, security outside and inside the store and comfort outside and inside the store. Based on the CSI results, BUMdes outlets must improve the parking lot. Swalayan Mandiri and Toko MM must improve the number of promotional media. Strategies that can be done to increase pineapple chip satisfaction are to increase the variety of products sold, create customer service and provide training to shop assistants. Shop assistants must always be friendly to consumers so as to make consumers become loyal customers. Entrepreneurs must always innovate and develop themselves. Pineapple Chips products should be developed with various flavours.

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