HUSNUL CHOTIMAH, EMMAH (2015) ANALISIS KEPUASAN KONSUMEN PADA PEMBELIAN BUAH APEL IMPOR (Suatu Kasus di Carrefour Supermarket Kota Serang Banten). S1 thesis, Universitas Sultan Ageng Tirtayasa.

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Abstract

ABSTRACT Fruit is one of horticultural commodities which have a strategic role in national development. Indonesia is a tropical country with great potential in producing fruits and vegetables. In addition, Indonesia is also able to produce fruit like generated by subtropical countries such as apples, oranges, grapes. However, the great potential that Indonesia had not fully utilized so that the public demand for the fruit mostly filled by imports. The purpose this of study was to investigate the characteristics of consumers who bought apples imported and also to determine the level of customer satisfaction with the purchase of apples. This study used a survey method and the object of research is the consumer who buys apples imported in Carrefour Supermarket. Determining the location of the research is done intentionally (purposive). The data used are primary data and secondary data. Data was collected by questionnaire and interview spreading. The samples used were 100 respondents who were taken by accidental sampling. This study uses an analytical tool Importance Performance Analysis ( IPA ), and methods of Customer Satisfaction Index ( CSI ). Based on these results it can be concluded that Customer Satisfaction Analysis On Purchasing Imported Apples in Carrefour Supermarket Serang with IPA method, consumers are not satisfied with the product safety assurance attributes ( hygiene , vitamins and healthy consumed ). Consumers are satisfied with the attributes of freshness . Consumers feel quite satisfied with the price attribute . Consumers feel very satisfied with the attributes of flavor and color . The results of the study by the method of CSI shows the level of consumer satisfaction imported apples to apples imported product attributes are quite satisfied with the final value of 65 % . Keywords : customer, satisfaction, apple, imports

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