Analisis Kepuasan Konsumen Restoran Mie Aceh Kurnia (Studi Kasus Dramaga Bogor).

Abstract

Consumer satisfaction is an important factor that must be owned by Mie Aceh Kurnia restaurant in order to grow and win the competetition with other restaurants. Increased student satisfaction can be done by applying managerial implications and improve service management that easy to implemented by restaurant management. This research was conducted to identify the characteristics of the consumers, the level of customer satisfaction through marketing mix restaurant and analyze attributes of marketing mix which could affect customer satisfaction of Mie Aceh Kurnia restaurant as a priority managerial implications of marketing Identification of consumer characteristics was be done by using descriptive analysis, while the customer satisfaction analysis carried out by using Structural Equation Model (SEM). The results shows that the performance of service attributes in the marketing mix that needs to be improved is the taste of the food, the uniqueness of the food, serving food, large parking area, hygiene facilities and infrastructure also the diversity of menu. The dimension of marketing mix significantly affect customer satisfaction ratings are price, place and people. While the dimensions of the marketing mix that does not significantly affect customer satisfaction is the product and promotion.