Analisis keputusan pembelian konsumen di RM. Bumi Aki Kota Bogor

Abstract

Bogor is a well known city for culinary recreation in JABODETABEK. The emerging of Bumi Aki restaurant in Bogor has made the competition in culinary sector more competitive. The purpose of this research was to analyze the process of purchasing decision and consumer satisfaction of Bumi Aki restaurant. The purchasing decision process was analyzed in a descriptive way, and the consumer satisfaction level was analyzed using Importance Performance Analysis (IPA) and Customer Satisfaction Index (CSI). Based on IPA, there were three attributes located in quadrant I wich they performance were the main priority to be fixed, they were foods and beverages prices, order service speed, and responsiveness of complain handling. Attributes that located in quadrant II, wich they performance were need to be maintained, were foods and beverages taste, restaurant location, restaurant cleanliness, parking lot capacity, restaurant comfortness, and waitress hospitality and politeness. The result of CSI showed that consumers of Bumi Aki restaurant were satisfied.