Analisis Proses Pengambilan Keputusan Pembelian dan Kepuasan Konsumen RM. Sop Ayam Pak Min Klaten Cabang Bogor

Abstract

RM. Sop Ayam Pak Min Klaten Cabang Bogor is one of restaurant which offers traditional Javanese cuisine, especially chicken soup. The objectives of this study are to identify the characteristics of consumer, to analyze the decision buying process, to analyze the customer satisfaction level based on performance attributes of the restaurant, and to formulate alternatives marketing strategy. Data were collected by questionnaire survey to 100 respondents who were selected by convenience sampling. Descriptive analysis, Importance Performance Analysis (IPA), Customer Satisfaction Index (CSI), and gap analysis were employed in this research. The result of IPA showed some attributes to be improved, i.e. cleanness of the food and food equipment, cleanness of the restaurant, availability and cleanness of toilet and sink, availability of parking lot, and the comfort of restaurant. The result of CSI analysis showed that the level of consumer satisfaction was 75.27 percent, meaning that the consumers of RM. Sop Ayam Pak Min Klaten Cabang Bogor were satisfied.