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Kepuasan Konsumen dalam Pembelian Kopi pada Coffee Shop "Takala" Kelurahan Simpang Tiga Kecamatan Bukit Raya Kota Pekanbaru Provinsi Riau

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Coffee drinks are one of the culinary tours today that are in great demand, especially among young people. This becomes a new business for entrepreneurs and adds job vacancies for the community and also improves the economy in the city of Pekanbaru. This study aims to analyze: (1) consumer characteristics, products, and business profiles at Takala coffee shop(2) Consumer satisfaction level in purchasing coffee at Takala coffee shop(3) Takala coffee shop marketing strategy. This research was conducted using a survey method located at Takala Coffee Shop with a total research sample of 84 people. The sampling technique is carried out using accidental sampling techniques. This time the data taken are primary data and skunder data. Consumer characteristics, product characteristics, and business profiles are analyzed using qualitative and quantitative descriptive analysis. The level of customer satisfaction of Takala coffee shop is analyzed using 7P. The results showed that (1) the characteristics of consumers who buy coffee at Takala coffee shops on average (63.09%) are aged 21-30 years, and most of them are men (60.71%), with marital status (75%) unmarried, consumer education level is high school (57.14%), the number of family members 3-4 people (45.23%), with the most jobs as students, income ranges from Rp.800,000 – 4,866,000 (72.62%). The characteristics of Takala coffee shop coffee products are served in the form of cups, bottles, and glasses, have menu / drink variants that have been formulated to have different flavors, packaged cups, bottles, and glasses with sizes (14oz) there are logos, social media account names. Takala coffee shop business profile is included in micro businesses with 3 employees having total assets reaching Rp. 100,000,000 and has a sales target of Rp. 400,000,000.(2)The level of consumer satisfaction of Takala coffee shop based on Impotance Performance Analysis (IPA) shows the top priority The main ones are order suitability, order making speed, decoration, comfort of place and based on the Customer Satifaction Index (CSI) obtained is (60%) included in the category of less satisfied. Improvements made through IPA are expected to increase the value of CSI by up to 100%. (3) Marketing strategies that are recommended based on Importance Performance Analysis (IPA) and Customer Satifaction Index (CSI) carry out improvement strategies on each attribute that is included in the top priority and is considered unsatisfactory to consumers.

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Detail Information

Call Number

Agribisnis 658.8342 Wis k

Language

Indonesia

NPM

164210101

Publisher

Agrbisnis : Universitas Islam Riau., 2023

Keyword(s)

Takala Coffee
Customer Satifaction
Marketing Strategy

Other Information

Petugas

Uthi Kurnia

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