YONA, FADIA (2023) ANALISIS TINGKAT KEPUASAN KONSUMEN BERDASARKAN MUTU PRODUK DAN KUALITAS PELAYANAN PADA RESTORAN SEAFOOD SAUNG ENONK (Suatu Kasus di Restoran Seafood Saung Enonk di Kota Serang, Banten ). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The purpose of this study is to determine the characteristics of consumers and analyze the level of customer satisfaction based on product quality and service quality at the Saung Enonk seafood restaurant in Serang City. This type of research is a descriptive study using a quantitative approach method. The sampling method is by nonprobability sampling with Accidental Sampling technique with 100 respondents. The methods used in this research are Importance Analysis (IPA) and Customer Satisfaction Index (CSI). The results of this study are that this restaurant is dominated by female respondents aged 17-25 years, work as students, with a purchase frequency of more than twice and the monthly income generated is Rp.0-5.000.000,-. Based on the analysis using the IPA method, in quadrant I there are 8 attributes where the level of importance is very important but performance is not satisfied, in quadrant II there are 14 with important levels of importance and performance is satisfied, in quadrant III there are 6 attributes with important importance but performance needs to be improved, and in quadrant III there are 6 attributes with important importance but performance needs to be improved, and in quadrant III quadrant IV totals 12 attributes with less important importance but satisfied performance. the CSI (Customer Satisfaction Index) method yields a result of 85.32% which, based on the CSI index score table, this criterion is stated to be "very satisfied". This means that consumers feel very satisfied with the service quality and product quality provided by the Saung Enonk Seafood Restaurant.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Tujuan penelitian ini adalah untuk mengetahui karakteristik konsumen dan menganalisis tingkat kepuasan pelanggan berdasarkan kualitas produk dan kualitas pelayanan pada restoran seafood Saung Enonk Kota Serang. Jenis penelitian ini adalah penelitian deskriptif dengan menggunakan metode pendekatan kuantitatif. Metode pengambilan sampel adalah dengan nonprobability sampling dengan teknik Accidental Sampling dengan jumlah responden sebanyak 100 orang. Metode yang digunakan dalam penelitian ini adalah Importance Analysis (IPA) dan Customer Satisfaction Index (CSI). Hasil dari penelitian ini adalah restoran ini didominasi oleh responden wanita dengan usia 17-25 tahun, berprofesi sebagai pelajar, dengan frekuensi pembelian lebih dari dua kali dan pendapatan bulanan yang dihasilkan sebesar Rp.0-5.000.000,-. Berdasarkan analisis menggunakan metode IPA, pada kuadran I terdapat 8 atribut yang tingkat kepentingannya sangat penting namun kinerjanya kurang memuaskan, pada kuadran II terdapat 14 atribut dengan tingkat kepentingan penting dan kinerjanya memuaskan, pada kuadran III terdapat terdapat 6 atribut yang penting penting namun perlu ditingkatkan kinerjanya, dan pada kuadran III terdapat 6 atribut yang penting penting namun perlu ditingkatkan kinerjanya, dan pada kuadran III kuadran IV berjumlah 12 atribut yang kurang penting namun kinerjanya memuaskan. metode CSI (Customer Satisfaction Index) memberikan hasil sebesar 85,32% yang berdasarkan tabel skor indeks CSI kriteria ini dinyatakan “sangat puas”. Artinya konsumen merasa sangat puas terhadap kualitas pelayanan dan kualitas produk yang diberikan oleh Restoran Saung Enonk Seafood. | |||||||||
| Uncontrolled Keywords: | CSI, Customer Satisfaction, IPA, Product Quality, Service Quality | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Mrs Fadia Yona | |||||||||
| Date Deposited: | 20 Sep 2023 09:35 | |||||||||
| Last Modified: | 20 Sep 2023 09:35 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/29440 |
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