dc.contributor.advisor | Lidya, Leni | |
dc.contributor.author | Gustaman, Deandra Sutan | |
dc.date.accessioned | 2024-08-18T04:53:29Z | |
dc.date.available | 2024-08-18T04:53:29Z | |
dc.date.issued | 2024 | |
dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/157777 | |
dc.description.abstract | Malabar Mountain Cafe merupakan salah satu usaha yang bersaing dalam industri coffee shop. Banyak pesaing disekitar lokasi Malabar Mountain Cafe menyebabkan persaingan yang tinggi. Cara yang dapat dilakukan Malabar Mountain Cafe untuk mempertahankan konsumennya yaitu dengan memberikan produk dan pelayanan terbaik untuk konsumen. Penelitian ini bertujuan untuk menganalisis karakteristik konsumen, proses pengambilan keputusan pembelian konsumen, menganalisis tingkat kepuasan konsumen dan merekomendasikan perbaikan atribut. Metode yang digunakan adalah analisis deskriptif, serta alat analisis yaitu Customer Satisfaction Index (CSI) dan Importance Performance Analysis (IPA). Karakteristik konsumen Malabar Mountain Cafe secara umum
merupakan pegawai swasta dengan rentang umur 25-36 tahun. Pada proses pengambilan keputusan pembelian konsumen Malabar Mountain Cafe memiliki tujuan untuk bertemu dengan rekan/teman/kerabat. Berdasarkan hasil analisis CSI didapatkan nilai kepuasan konsumen Malabar Mountain Cafe sebesar 55,37 persen, sedangkan hasil IPA terdapat atribut yang perlu diperbaiki yaitu ketersediaan jumlah tempat duduk untuk pelanggan dan ketersediaan stop kontak. | |
dc.description.abstract | Malabar Mountain Cafe is one of the businesses competing in the coffee shop
industry. The presence of many competitors around the location of Malabar
Mountain Cafe leads to intense competition. One way that Malabar Mountain Cafe
can retain its customers is by providing the best products and services to customers.
The purpose of this research to analyze consumer characteristics, the consumer
purchasing decision making process, analyze consumer satisfaction levels, and
recommend attribute improvements. The method used is descriptive analysis, and
the analysis tools are Customer Satisfaction Index (CSI) and Importance
Performance Analysis (IPA). The general consumer characteristics of Malabar
Mountain Cafe are private employees aged between 25-36 years. In the consumer
purchasing decision making process, customers of Malabar Mountain Cafe
generally intended to meet with colleagues/friends/relatives. Based on the CSI
analysis results, the consumer satisfaction score for Malabar Mountain Cafe is
55,37 percent, while the IPA results indicate attributes that need improvement,
including the availability of seating for customers and the availability of electric
sockets. | |
dc.description.sponsorship | | |
dc.language.iso | id | |
dc.publisher | IPB University | id |
dc.title | Kepuasan Konsumen Terhadap Bauran Pemasaran Pada Malabar Mountain Cafe di Kota Bogor | id |
dc.title.alternative | Consumer Satisfaction with the Marketing Mix at Malabar Mountain Cafe in Bogor City | |
dc.type | Tugas Akhir | |
dc.subject.keyword | CSI | id |
dc.subject.keyword | IPA | id |
dc.subject.keyword | consumer satisfaction | id |
dc.subject.keyword | characteristic consumer | id |