DESTYANINGSIH, RULI (2015) KEPUTUSAN PEMBELIAN DAN KEPUASAN KONSUMEN PRODUK TEH KEMASAN SIAP MINUM MEREK FRUIT TEA (Survei Konsumen di Mall Giant Extra Kota Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

The competition of drink tea package industry in Indonesia is grow rapidly. So, the company must be able to specify the right marketing strategies that can make their business survive and won market. The purposes of this research were to describe the process of consumer buying decision and to analyze the level of consumer satisfaction through the attribute product, which is ready to drink tea brand “fruit tea” in Mall Giant Extra Serang city. Research was conducted for a month, from July to August 2015. 100 consumers wereobtained by accidental sampling method on at least buy three times in a month, and if consumers who shop in one a family, only one consumers were used as respondents. The method of analyzing data used descriptive analysis, importance performance analysis (IPA) and customer satisfaction index (CSI). The result in this research described that the buying decision started from the introduction of needs, information research, alternative evaluation, consumer buying decision, and behavior after buying. It showed that the costumer satisfaction, through overall implementation of consumer buying, it can be seen that consumers have satisfied with the attributes: taste, price, and volume. The result of costumer satisfaction of “fruit tea” used customer satisfaction index (CSI) method on satisfied is 74%. Keywords: process of buying decision, consumer satisfaction, tea brand “fruit tea”

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