ANGRAENI, RANI (2022) PROSES KEPUTUSAN PEMBELIAN DAN KEPUASAN KONSUMEN PADA JASA CATERING AYAM SAMBEL IBU DEDEH DI MASA PANDEMI COVID-19. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | The purposes of this study was to identify consumers, to analyze the process of purchasing decision making and customer satisfaction in catering services from 'Ayam Sambal Ibu Dedeh'. The limitation of the problem in this study is on several variables including product nutritional health, product hygiene, online communication and price according to budget. Snowball sampling technique is a technique used for sampling in this research. The method used is validity test, reliability test, descriptive analysis, science analysis and CSI. Descriptive analysis shows that, consumers are predominantly female, aged 18-25 years, education above high school, unmarried status, employees profession, and have range salary from Rp. 500,000 - Rp. 1,499,900 and Rp. 4,500,000 - above. The first stage of decision making process is introduction of the need for yourself with the menu 'Nasi Liwet', the second stage is looking for online information with WhatsApp, the alternative evaluation stage uses another catering 'Tokja'. This research begins with the stage of making a decision from consumers with paying health protocols attention and the final stage after purchased, they satisfied with the service and making another purchase. According to the result based on IPA method, the average of importance level is 4.7 and the performance level is 4.6. Then, according to the result of CSI calculation is 92.64% which states that consumers are very satisfied with the products and services from 'Ayam Sambel Ibu Dedeh' Catering. Keywords: COVID-19, Consumer Characteristics, Purchase Decisions, Consumer Satisfication | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Perpustakaan Pusat | |||||||||
| Date Deposited: | 29 Jul 2022 11:26 | |||||||||
| Last Modified: | 29 Jul 2022 11:26 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/14963 |
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