Analisis Tingkat Kepuasan Konsumen Warung Kebunku Jakarta

Abstract

Warung Kebunku merupakan rumah makan dan toko pangan organik yang menyajikan menu makanan organik berbahan dasar produk organik. Tujuan dari penelitian ini adalah mengidentifikasi karakteristik konsumen, proses keputusan pembelian konsumen, dan menganalisis tingkat kepuasan konsumen pada Warung Kebunku. Metode analisis yang dipergunakan dalam penelitian ini yaitu analisis deskriptif, Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA). Analisis deskriptif menunjukkan bahwa karakteristik konsumen Warung Kebunku didominasi oleh konsumen laki-laki, berusia

Warung Kebunku is a restaurant and organic food shop that serves organic food menus made from organic products. The purpose of this research is to identify consumer characteristics, consumer purchasing decision process, and analyze the level of customer satisfaction at Warung Kebunku. The analysis methods used in this research were descriptive analysis, Customer Satisfaction Index (CSI), and Importance Performance Analysis (IPA). Descriptive analysis shows that characteristics of Warung Kebunku consumers are dominated by male consumers, aged > 52 years, domiciled in Jakarta City, they were married, with a Bachelor’s degree, having a job as a private employee, with an average monthly income more than Rp20.000.000. The resulting Customer Satisfaction Index (CSI) value of 82,86 percent is included in the very satisfied category. Based on the Importance Performance Analysis (IPA), there are two attributes that are prioritized to be able to improve their performance by Warung Kebunku, namely the cleanliness of the place and the availability of parking spaces.