Analisis Keputusan Pembelian Daging Sapi oleh Konsumen Rumah Tangga (Kasus: Hipermarket Giant Taman Yasmin Bogor)

Abstract

The beef price rising affected other meat products purchasing, such as chicken and fish. The increasing of beef price also happened at the modern market in Bogor. This study analyses the process of beef purchasing by consumer, interest level and performance attributes of beef at Giant Taman Yasmin. By using Costumer Satisfaction Index (CSI) and Importance Performance Analysis (IPA) methods, the results are the consumer satisfaction rate of beef sales at Giant Taman Yasmin is satisfied, where consumers have felt the performance of beef in Giant Taman Yasmin has good, but there is still need to be improved, and the price attribute is the first priority which has to be improve