Analisis Tingkat Kepuasan Konsumen Mixue Pandu Raya di Kota Bogor

Abstract

Mixue Pandu Raya is one of the Mixue outlets in Bogor City which has been established since December 2021. The high level of business competition, especially restaurants, makes business actors must understand the consumer needs who will become the target market produced to create customer satisfaction. This study aims to identify consumer characteristics, measure the level of customer satisfaction and provide recommendations to increase customer satisfaction. The methods used in this research are descriptive analysis, CSI, and IPA. Based on descriptive analysis, Mixue Pandu Raya consumers are dominated by female respondents, aged 17-25 years, based in Bogor, have a high school education, work as students, have an income of Rp500,000-Rp1,000,000, and also transaction amount of Rp15.000-Rp25.000. Based on the results of CSI analysis, the level of customer satisfaction is 79.76 percent which is included in the satisfied category. Based on the results of IPA analysis, the attributes that need to be improved are menu availability, promos, friendliness and courtesy of waiters, and also comfortness and cleanliness of outlets.

Mixue Pandu Raya is one of the Mixue outlets in Bogor City which has been established since December 2021. The high level of business competition, especially restaurants, makes business actors must understand the consumer needs who will become the target market produced to create customer satisfaction. This study aims to identify consumer characteristics, measure the level of customer satisfaction and provide recommendations to increase customer satisfaction. The methods used in this research are descriptive analysis, CSI, and IPA. Based on descriptive analysis, Mixue Pandu Raya consumers are dominated by female respondents, aged 17-25 years, based in Bogor, have a high school education, work as students, have an income of Rp500,000-Rp1,000,000, and also transaction amount of Rp15.000-Rp25.000. Based on the results of CSI analysis, the level of customer satisfaction is 79.76 percent which is included in the satisfied category. Based on the results of IPA analysis, the attributes that need to be improved are menu availability, promos, friendliness and courtesy of waiters, and also comfortness and cleanliness of outlets.