ANALISIS PROSES KEPUTUSAN PEMBELIAN DAN KEPUASAN KONSUMEN TERHADAP COFFEE SHOP “KOPIKINA” DI TEBET, JAKARTA SELATAN

ROCHMAH, BEA JAYANTI NADI (2016) ANALISIS PROSES KEPUTUSAN PEMBELIAN DAN KEPUASAN KONSUMEN TERHADAP COFFEE SHOP “KOPIKINA” DI TEBET, JAKARTA SELATAN. S1 thesis, Universitas Sultan Ageng Tirtayasa.

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Abstract

Kopikina is a coffee shop that offering the original Indonesian coffee and provide more or less 80 single origin of Indonesia authentic coffee. Business competition of coffee shop in Jakarta is growing rapidly and tight, it had an impact on the number of consumers who visit to Kopikina. The airms of this research are to describe the consumers buying decision process, to identify the factors that influencing buying decision by consumers of Kopikina, and to analyse the level of consumer satisfaction based on assessment on the interest and performance attribute of quality dimension of Kopikina. This research used survey method. Sampel was collected using accidental sampling technique with 100 numbers of respondents. This research used descriptive analysis, Importance Performance Analysis (IPA) method and Customer Satisfaction Index (CSI) method. Based on research, it describing the stage of consumer buying decision process started from : need recognition, information research, alternative evaluation, purchase decision, and post-purchase behavior, while the factors that influencing consumer consisted of social factor (personal and situation impact) and individual factors (consumer knowledge and lifestyle impact). Basen on Importance Performance Analysis (IPA) analysis, there are 3 attributes including main priority in good performance. 18 attributes need to maintained because consumer had been satisfied and each of 2 attributes including in low priority and excessive. Based on Customer Satisfaction Index (CSI) analysis, the level of consumers satisfaction overall toward attributes of quality Kopikina is in satisfied criteria with CSI value is 79,97%.

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Thesis (S1)

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