Analisis Kepuasan Konsumen dan Proses Keputusan Pembelian pada Rumah Makan Mang Kabayan Pusat, Cibubur, Depok

Abstract

As the presence of modernization, trend, and lifestyle which actually focuss on how to spend the weekend to fulfill their daily needs and desires, in one way they do eating out with family, friends, also with business relation. In addition, business of restaurant have strong competition, one of it includes Mang Kabayan. Mang Kabayan is one of sundanese restaurant which located in Cibubur. The purposes of this research are to identified the characteristics of customer to know the steps of purchasing process and the factors which affecting the purchasing decision, and to analysis the level of customer satisfaction, and to consider the implications of marketing mix strategy. Descriptive analysis to know characteristics of customers and purchasing decision process show that cutomers come from different background. Customer Satisfaction Index for determine the level of customer satisfaction. Results indicate that CSI about 81.02 percent shows consumers are very satisfied with Mang Kabayan restaurant’s performance. Importance Performance Analysis measure the level of important and the level performance of attributes which shows result that must be corrected are hospitality and courtesy of the waiter and waitress, also the speed of food preparation. The implications of 7P marketing mix strategy related with the attributes to be corrected are the strategy of people and process which recommended to reach the customer satisfaction in order customer could be loyal to Mang Kabayan Restaurant.