UNSPECIFIED (2021) PENGUKURAN KUALITAS PELAYANAN DALAM RANGKA MENINGKATKAN KEPUASAN PELANGGAN MENGGUNAKAN DIMENSI MARKETING MIX 7P (Studi Kasus: Cafe Roti Bakar 88 Kota Tangerang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

Pertumbuhan sektor industri kuliner di Indonesia merupakan sektor dengan kontribusi yang sangat tinggi berdasarkan riwayat tahun 2019. Akan tetapi sektor industri ini sempat turun diangka 50%-60% akibat pandemi Covid-19 dan diharapkan dapat kembali naik ke angka 80%. Cafe Roti Bakar 88 pada lokasi ini memiliki kelebihan unik di mana hanya Cafe Roti Bakar 88 di cabang ini saja yang bergabung dengan food court juga berarti pada Cafe Roti Bakar 88 di cabang ini memiliki tingkat persaingan yang sangat tinggi karena pesaing yang sangat dekat karena berada pada 1 lokasi tempat yang sama. Berdasarkan pengamatan dan wawancara pihak Cafe menyatakan bahwa untuk saat ini sedang mengalami penurunan pengunjung berdasarkan omset yang didapat bahkan penurunan mencapai hampir 90%. Cafe ini memiliki banyak pelanggan namun sering kali terjadinya perputaran pelanggan (Customer turnover) dikarenakan banyaknya pesaing di sekitar lokasi Cafe sehingga dibutuhkannya pengukuran kualitas dan kepuasan pelanggan menggunakan metode IPA dan CSI dengan dimensi marketing mix demi mempertahankan dan memenangkan persaingan untuk menghindari kerugian yang mengakibatkan gulung tikar yang sudah dialami pada beberapa usaha yang ikut berkompetisi di sekitar lokasi tersebut.

Item Type:	Thesis (S1)
Contributors:	Contribution Contributors NIP/NIM Thesis advisor Setiawan, Hadi UNSPECIFIED Thesis advisor Gunawan, Akbar UNSPECIFIED
Additional Information:	The growth of the culinary industry sector in Indonesia is a sector with a very high contribution based on the history in 2019. However, this industrial sector had dropped by 50%-60% due to the Covid-19 pandemic and is expected to return to 80%. Cafe Roti Bakar 88 at this location has a unique advantage where only Cafe Roti Bakar 88 in this branch joins the food court which also means that Cafe Roti Bakar 88 in thisbranch has a very high level of competition because its competitors are very closebecause it is at 1st the location of the same place. Based on observations and interviews, the Cafe stated that for now there is a decrease has reached almost 90%.This Cafe has a lot of customers but often customer turnover occurs due to the largenumber of competitors around the cafe location so that it is necessary to measurequality and customer satisfaction using the IPA and CSI methods with the dimensionsof the marketing mix in order to maintain and win the competition to avoid losses thatresult in bankruptcy which has been experienced in several competing businessesaround that location.
Uncontrolled Keywords:	Marketing Mix, Importance Performance Analysis (IPA), Customer Satisfaction Index (CSI), Customer Satisfaction Marketing Mix, Importance Performance Analysis (IPA), Customer Satisfaction Index (CSI), Kepuasan Pelanggan
Subjects:	H Social Sciences > HD Industries. Land use. Labor
Divisions:	03-Fakultas Teknik 03-Fakultas Teknik > 26201-Jurusan Teknik Industri
Depositing User:	Perpustakaan Pusat
Date Deposited:	19 Dec 2022 09:47
Last Modified:	19 Dec 2022 09:47
URI:	http://eprints.untirta.ac.id/id/eprint/18419

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