Analisis Kepuasan dan Loyalitas Konsumen Restoran Sop Duren Lodaya Bogor

Abstract

This study aims to analyze the characteristics of consumers, purchasing decision process, satisfaction and loyalty consumer of Sop Duren Lodaya Restaurant. Respondents in this study were selected by non-probability sampling method with convenience sampling technique. The number of respondents in this study was 100 respondents. Descriptive analysis, Importance Performance Analysis (IPA), Customer Satisfaction Index (CSI) and pyramid loyalty were employed in this study. Most of the customers are 18-24 years old, live in Bogor, pursuing bachelor degree, and single with income between Rp1 500 000 and Rp 2 499 000 per month. CSI of this restaurant was 75.60 percent, implying that the customers are satisfied. Importance Performance Analysis showed that promotion through media, sanitation of the restaurant, comfort of the restaurant, and the availability and sanitation of toilet were the priority to be improved. Customer loyalty level was at the level of committed buyer.