Analisis Tingkat Kepuasan Konsumen di Restoran Momomilk Bogor

Abstract

Momomilk Restaurant is one of restaurants that serves unique food and beverage, for example milk with variant flavours. Along with the business development, Momomilk Restaurants faces several which are fluktuative income and customer complaint. To overcome these obstacles, it is necessary to do a research aimed to analyze the characteristics of consumers, purchase decision process and the level of customer satisfaction with Momomilk products attributes. Descriptive analysis is used to determine the characteristics of the consumer and the consumer buying decision process. IPA to measure urgency and satisfaction level toward attributes performance, and CSI to determine satisfaction level. Based on the research, it results CSI was 67 percent which means Momomilk respondents are satisfied with the services but should be improved in order to achieve maximum satisfaction. For IPA results, it still requires improvement especially in main priority which is beverage price and waiter performance. The research resulted strategy recomendation to decrease beverage price by decreasing beverage portion which is considered to be too much and to improve waiter performance.