Pribadi, Ade Guntur Setyo (2025) Analisis Tingkat Kepuasan Konsumen terhadap Pembelian Buah Jeruk Siam pada Kios Buah Dhiloy Sitepu di Pasar Pagi Arengka Kecamatan Marpoyan Damai Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

Consumers are assets for a business, therefore consumer satisfaction needs to be considered. The quality of a product and its attributes are the value of consumer satisfaction. This study aims to analyze: 1) Characteristics of consumers, traders, workers and business profiles, 2) The level of consumer satisfaction with the purchase of Siamese oranges at the Arengka Morning Market in Pekanbaru City, 3) Marketing strategies for Siamese oranges at the Arengka Morning Market in Pekanbaru City. This study uses a survey method, the location of which is the Dhiloy Sitepu fruit kiosk at the Arengka Morning Market in Pekanbaru City. This study was conducted for 6 months starting from January to June 2025. The sampling method used accidental sampling with a sample size of 80 consumers, 1 trader, and 1 worker. The measurement scale uses a Likert scale. The data analysis method uses qualitative descriptive analysis, quantitative descriptive analysis, importance performance analysis (IPA), and customer satisfaction index (CSI). The results of the study are: 1) Characteristics of consumers at an average age of 34.16 years, consumers are mostly female, the average education level is high school, the average occupation is private employees, the average income of consumers is in the range of Rp. 2,500,000-Rp. 5,000,000, and are married with a number of dependents of 0-2 people. Traders are 48 years old and workers are 22 years old, traders are female and workers are male, traders and workers have education equivalent to high school, workers are students, traders' income is Rp. 10,000,000 and workers' income is Rp. 500,000, traders have 2 family dependents and workers do not have family dependents. Trader business profile, with initial capital of Rp. 10,000,000, kiosk area of 60 m2, kiosk ownership status is rent and the number of workers is 1 person. The results of the IPA method analysis showed that there were 13 attributes in the satisfied category and 3 attributes that felt dissatisfied. The CSI value was 76.08%, which means satisfied. The marketing strategy is that traders must always maintain the quality of oranges by always cleaning the oranges from dust, traders must adjust prices to consumer desires. In addition, traders must increase promotions by using social media now to easily reach consumers and always maintain the cleanliness and tidiness of the kiosk area as well as increase the speed and friendliness in serving consumers.

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