Analisis Proses Pengambilan Keputusan Pembelian dan Kepuasan Konsumen Terhadap Restoran Etnik Khas Indonesia Di Jakarta (Studi Kasus : Restoran Sate Khas Senayan Cabang Salemba)

Abstract

Costumer Satisfaction and purchase decision process is one of concern on restaurant business in maintaining and even improving the costumer by looking at the characteristics and performance as well as the interest rate on a typical on Sate Khas Senayan Restaurant, DKI Jakarta. This research objectives are identify the common characteristics of customers, analyze the determinant customers purchasing decisions and analyze the level of customer satisfaction the performance on some important attribute of Sate Khas Senayan Restaurant branch Salemba, DKI Jakarta.This research use several method such as Descriptive Analysis, Importance Performance Analysis (IPA) and Costumer Satisfaction Index (CSI). IPA analysis results obtained that the 16 attributes Sate Khas Senayan Restaurant branch Salemba, DKI Jakarta considered important by customers of Sate Khas Senayan Restaurant branch Salemba, DKI Jakarta and 72.22% of the printing attributes has a good performance. Calculation results show that CSI of Sate Khas Senayan Restaurant branch Salemba, DKI Jakarta has a customer satisfaction index by 80.04% are very satisfied in the CSI criteria.