Analisis Kepuasan dan Loyalitas Konsumen Restoran Ayam KQ5 Bogor, Jawa Barat

Abstract

Ayam KQ5 restaurant is one of the restaurants in Bogor that offers chicken as its specialty with special taste. The objective of this study is to analyze the characteristics, purchasing decision process, customer satisfaction and consumer loyalty that will have implications for the marketing mix of Ayam KQ5 Restaurant. Questionnaire survey was conducted in September 2013. The sampling method used was convenience sampling. There were 100 respondents participated on this research. The methods used in this research are a descriptive analysis method, Importance Performance Analysis, Customer Satisfaction Index and pyramid loyalty. Most of the customers are 19-24 years old, live in Bogor, bachelor graduate, single, and employee with income between Rp2 000 000-Rp5 000 000 per month. Based on Customer Satisfaction Index (CSI), the index of this restaurant was 69.85 percent which is in satisfied category. Based on Importance Performance Analysis, the major priorities to be improved were price, sanitation and employees’ performance. Customer loyalty level of this restaurant was switcher buyer or not loyal customer.