Analisis Kepuasan dan Loyalitas Konsumen Jigoku Ramen, Bandung, Jawa Barat

Abstract

This study aims (1) to analyze the characteristics of consumers in Jigoku Ramen, (2) to analyze the buying decision process, (3) to analyze the level of consumer satisfaction, and (4) to analyze the level of consumer loyalty. The sampling method used was convenience sampling. Descriptive analysis, Importance Performance Analysis (IPA), Customer Satisfaction Index (CSI), and loyalty pyramid were employed in this study. There were 100 respondents participated on this research. The major respondents were female customers of 19-24 years old who live in Bandung, mostly students, single marital status, and high school graduates. Their average income per month was IDR500 000–IDR1 500 000, and their average spending in Jigoku Ramen was IDR50 000–IDR100 000. The descriptive analysis described the level of needs, the source of information about the restaurant, the evaluation of alternative options, the consuming process, and after-consuming process. The analysis of Customer Satisfaction Index (CSI) showed that this restaurant was rated by 72.48 percent. It means that the most costumers were satisfied by Jigoku Ramen’s performance. The consumer loyalty was rated by 91 percent, meaning that consumers were mostly loyal buyer.