Analisis Kepuasan Konsumen Ba’so Seuseupan Bantarjati Bogor

Abstract

Bakso is one of the popular food which is liked by Indonesian people. One of the successful Bakso restaurants in Bogor is Ba’so Seuseupan Bantarjati. This restaurant is located in culinary area that has many similar restaurants and other foods restaurants as well. High competition and fluctuated number of customer caused management of Ba’so Seuseupan Bantarjati has to know the level of consumer satisfaction. The objective of this study is to analyze the characteristics of consumer, the consumer buying decision process and customer satisfaction level of Ba’so Seuseupan Bantarjati. Data were collected by questionnaire survey to 100 respondents who were selected by convenience sampling. Descriptive analysis, IPA and CSI were employed in this study. The result of IPA showed some attributes to be improved, i.e. cleanness of the food stall, cleanness of food equipment, avaibility and cleanness of toilet, avaibility of parking lot as well as avaibility and cleanness of mosque. The result of CSI analysis showed that the level of consumer satisfaction was 71 percent, meaning that Ba’so Seuseupan Bantarjati consumers were satisfied.