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Analisis Kepuasan Konsumen Pada Usaha Ayam Goreng Kremes Waroeng Raja Rasa Kecamatan Bukit Raya Kota Pekanbaru Provinsi Riau

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Consumer satisfaction is the level of consumer feelings either happy or sadness that arises after consumers compare the quality of a product or service which he uses with what he expects. The purpose of this research to analyze: (1) consumer characteristics, product characteristics, and profile effort; (2) the level of consumer satisfaction with the fried chicken product; and (3) Marketing strategy of fried chicken Kremes waroeng Raja Rasa, Bukit District Pekanbaru City Kingdom. The method used in this research is the method survey, which is located on Jl Karya 1 Kelurahan, Simpang Tiga, Bukit Subdistrict Pekanbaru City Kingdom. Sampling method in this study using a non-probability sampling approach, the number of samples is 60 consumer people. The data analysis used is quantitative descriptive analysis, CSI and IPA and quantitative descriptive. The results showed that: (1) Characteristics of consumers of fried chicken Kremes Waroeng Raja Rasa have a young age with an average of 23.68 years dominated by male consumers with unmarried status, with the most jobs as students and the most recent education is high school with an average of - average income between Rp. 1,000,000/month. Product characteristics, namely taste with a score of 4.42, the specificity of the seasoning with a score of 4.20, the level of maturity with a score of 4.02, the crispness of the chicken with a score of 4.17, and the aroma of the food with a score of 4.26 and shows that overall the product is in the category very satisfied, with excellence in terms of taste. The business profile shows that Waroeng Raja Rasa is a small-scale business that was established in 2014, have a business license, the capital comes from own capital. (2) IPA analysis results shows that the attributes that are the main priority in improving its performance is that the portion of food served is in accordance with the wishes; as well as attributes that are maintained are presented hygienically / clean, the menu prices offered affordable for all people, the price offered is in accordance with the quality, price according to the desired result, this king's food stall tastes creamy chicken equipped with a comfortable place, a very strategic location, high CSI value obtained 163.91 it can be interpreted that the king's food stall tastes fried chicken Kremes is classified as very satisfied. (3) Inner marketing marketing mix strategy improve the facilities needed by these consumers by following development, so that consumers who buy can feel comfortable with all their needs, such as providing wifi for more young people comfortable shopping, doing tasks and so on.

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Detail Information

Call Number

Agribisnis 658.8342 Kin A

Language

Indonesia

NPM

184210253

Publisher

Pekanbaru : Universitas Islam Riau., 2022

Keyword(s)

konsumen
Marketing Strategy
Consumer Satisfaction
Fried Chicken Kremes

Other Information

Petugas

Uthi Kurnia

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