ANALISIS KEPUASAN KONSUMEN TERHADAP ATRIBUT MUTU DURIAN DAN LOYALITAS KONSUMEN PADA MEREK “DURIAN JATOHAN HAJI ARIF (DJHA)” BAROS, KABUPATEN SERANG

WIDIYA LESTARI, WIDA (2015) ANALISIS KEPUASAN KONSUMEN TERHADAP ATRIBUT MUTU DURIAN DAN LOYALITAS KONSUMEN PADA MEREK “DURIAN JATOHAN HAJI ARIF (DJHA)” BAROS, KABUPATEN SERANG. S1 thesis, Universitas Sultan Ageng Tirtayasa.

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Abstract

ABSTRACT “Durian Jatohan Haji Arif (DJHA)” is one of the first home durian in the province of Banten. Competition durian home business impact on the number of customers visiting “Durian Jatohan Haji Arif (DJHA)”. The aim of this research is to analyze consumer characteristics, consumer buying decision process, the level of customer satisfaction, and customer loyalty that will have implicationts for the marketing mix of “Durian Jatohan Haji Arif (DJHA)”, the method used in this research is descriptive analysis method, Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA), and loyalty pyramid. Based on the research, it can be known that majority of consumers who visit “Durian Jatohan Haji Arif (DJHA)” are man, aged 26-30 year, educated as bachelor, work as a self-employed with income between Rp 2.500.000-Rp 3.500.000, and frequency of purchase 4-6 times. Based on the analysis of Customer Satisfaction Index (CSI), the level of customer satisfaction on attributes of “Durian Jatohan Haji Arif (DJHA)” is 80,47 percent. Based on loyalty pyramid, the number of satisfied buyer is still dominating the consumer by 84 percent, which showed that level of consumer loyalty is still relatively low because the from of the loyalty pyramid is not inverted triangular. Key words: Durian, characteristic of consumer, satisfaction, loyalty

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Thesis (S1)

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