Margaretha Simbolon, Rani (2019) ANALISIS KEPUASAN DAN LOYALITAS KONSUMEN (Suatu Kasus di Rumah Makan Waroeng Spesial Sambal di Kota Tangerang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

Waroeng Spesial Sambal (Waroeng SS) is a family restaurant that offers many kinds of sambal as their main specialty. The aims of this research are to describe the consumers characteristics, to analyse the level of consumer satisfaction based on assessment on the interest and performance attribute of quality dimension of Waroeng Spesial Sambal consumer, and to analyze the loyalty of Waroeng Spesial Sambal consumer. This research used survey method. Sample was collected using accidental sampling technique with 100 numbers of respondents. Based on the descriptive analysis, Waroeng SS‟s consumer characteristics is dominated by female respondents. Aged 17-25 years, most domicilited in Serang, the last education is Undergraduated, with most of them still student, and the average income/allowance at Rp 500.001,00 – Rp 1.500.000,00. Based on Importance Performance Analysis (IPA), there are 5 attributes including main priority in good performance. 10 attributes need to maintained because consumer had been satisfied, 6 attributes including in low priority and 4 excessive atrributes. Based on Customer Satisfaction Index (CSI) analysis, the level of consumers satisfaction overall toward attributes of quality Waroeng SS is in satisfied criteria with CSI value is 72,98 percents. Based on loyalty pyramid 25,04 percents of Waroeng SS consumer are considered as committed buyer and the loyalty is considered as high enough because the pyramid shows the inverted triangle. Keywords: Consumer‟s Loyalty, Consumer‟s Satisfaction, Waroeng SS.

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