| dc.contributor.advisor | Jahroh, Siti | |
| dc.contributor.advisor | Taryana, Asep | |
| dc.contributor.author | Salsabila, Najwa Raudhah | |
| dc.date.accessioned | 2024-08-10T13:10:58Z | |
| dc.date.available | 2024-08-10T13:10:58Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/157106 | |
| dc.description.abstract | Kepuasan konsumen menjadi aspek kritis dalam perusahaan untuk mempertahankan dan meningkatkan pangsa pasar. Nabawi Scent merupakan bisnis baru yang menjual produk berupa aromaterapi bukhur. Penjualan di Shopee mengalami penurunan diikuti dengan peningkatan jumlah ulasan negatif karena adanya ketidakpuasan konsumen. Penelitian ini bertujuan mengidentifikasi karakteristik konsumen, menganalisis tingkat kepuasan, dan memberikan rekomendasi perbaikan menggunakan atribut penelitian bauran pemasaran 4P. Metode pengambilan data dilakukan secara purposive sampling dengan bantuan alat analisis Customer Satisfaction Index (CSI), Importance performance Analysis (IPA), dan gap Analysis. Survei penelitian dilakukan sejak Desember 2023 – April 2024 dengan menyebarkan kuesioner untuk 100 responden secara daring kepada konsumen Shopee Nabawi Scent. Karakteristik responden didominasi oleh perempuan dengan usia dewasa kelas menengah yang mayoritas berdomisili di Jakarta. Berdasarkan hasil CSI, nilai indeks kepuasan konsumen Nabawi Scent diperoleh sebesar 0,68 dengan kategori “Puas”. Sedangkan dari hasil IPA dan gap analysis diperoleh bahwa atribut ketahanan aroma, kemasan produk, dan lokasi offline store berada pada kuadran I yang menjadi prioritas utama untuk diperbaiki. | |
| dc.description.abstract | Consumer satisfaction is a critical aspect for companies to maintain and increase market share. Nabawi Scent is a new business that sells bukhur aromatherapy. Sales on Shopee have decreased, following by an increase of negative reviews due to consumer dissatisfaction. This research aims to identify consumer characteristics, analyze satisfaction levels, and provide recommendations for improvement using the 4P marketing mix attributes. The data collection method was carried out using purposive sampling and employed Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA), and gap analysis. The research survey was conducted from December 2023 – April 2024 by distributing questionnaires to 100 respondents online to Shopee Nabawi Scent consumers. The characteristics of the respondents are dominated by middle-class adult women, the majority of whom live in Jakarta. Based on the CSI results, the Nabawi Scent consumer satisfaction index value was obtained at 0.68 in the "Satisfied" category. Meanwhile, based on IPA and gap analysis, it was found that the attributes of aroma resistance, product packaging and offline store location were in quadrant I which was the main priority for improvement. | |
| dc.description.sponsorship | | |
| dc.language.iso | id | |
| dc.publisher | IPB University | id |
| dc.title | Analisis Tingkat Kepuasan Konsumen terhadap Produk Bukhur Nabawi Scent | id |
| dc.title.alternative | Analysis of Consumer’s Satisfaction Level for Bukhur Nabawi Scent Product’s | |
| dc.type | Skripsi | |
| dc.subject.keyword | bauran pemasaran | id |
| dc.subject.keyword | CSI | id |
| dc.subject.keyword | IPA | id |
| dc.subject.keyword | marketing mix | id |
| dc.subject.keyword | aromaterapi | id |
| dc.subject.keyword | karakteristik konsumen | id |
| dc.subject.keyword | aromatherapy | id |
| dc.subject.keyword | consumer characteristics | id |
