Proses Pengambilan Keputusan Pembelian dan Kepuasan Konsumen RM Pondok Bandeng di Kabupaten Pati

Abstract

RM Pondok Bandeng is a kind of restaurant which serving the specific menu of milkfish and growing in the regent of Pati. The goal of this research is identifying the characteristic of consumer, analyzing the process of decision buying, and analyzing the consumer satisfaction level of performance based on attributes in restaurant. The method of research is a descriptive analysis, Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA) and Gap Analysis. According to result of IPA, there are still some attributes that need to be considered and have to improved, flavor of processed foods other than milkfish, the taste of beverages, food other than the display presentation and freshness of drinks. Overall, CSI show the value is 82.18 persen, it means the consumers have been very satisfied with the performance attributes of that restaurant.