| dc.description.abstract | Chicken Sogil is one of the SMEs that offers products such as fried chicken with a large size and relatively affordable price for students. The purpose of this research was to analyze the characteristics of consumers, consumer purchasing decisions, and customer satisfaction that will have implications for the marketing mix of Chicken Sogil Outlet Center. The method of research is a descriptive analysis method, Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA) and Gap Analysis. Chicken Sogil Main Outlet is located on Boulevard Raya Plantation Plot 1 W, Palm Semi, Tangerang. Consumer characteristics Chicken Sogil Main Outlet are male majority who live in Tangerang with late teens 17-25 years and worked as private employees, recent senior high school educated, unmarried status, and have a monthly income of Rp 500 000 to Rp 2 499 000. The purchase decision (unplanned purchases, sources that influence is self initiative, the visit does not necessarily (holidays and working days) and time to visit at night), and post-purchase decision (consumers are satisfied and it affects the consumer to been returned). Customer Satisfaction Index is at 73 percent that means satisfied. | en |
