RAMADHANTHY, ANTHY (2019) ANALISIS TINGKAT KEPUASAN KONSUMEN TERHADAP PEMBELIAN BUAH-BUAHAN (Survei Di Giant Ekstra Supermarket Kota Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

Fruits are one of the products sold at Giant Extra Supermarket in Serang. To measure customer fruit satisfaction is a way to find out the extent of customer satisfaction. Giant Extra Supermarket can meet the expectations / interests of fruit customers. The purpose of this study was to analyze the level of customer satisfaction in buying fruits at Giant Extra Supermarket based on fruit contributions partially and simultaneously. Sampling Technique The sample used is accidental sampling technique. The data analysis technique used is validity and reliability, IPA, and CSI. The results of the study are based on the IPA method (Performance Analysis Index), there are three attributes that are included in the top priority in good implementation, three attributes that need to be maintained because customer satisfaction and one each attribute are low priorities. Based on CSI analysis, the level of customer satisfaction is 69.28%, which means that customers are satisfied with the contribution of fruits. Keywords: Customers, Fruits, Satisfaction

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