Analisis Proses Pengambilan Keputusan Pembelian dan Tingkat Kinerja Atribut Produk Pada Restoran Bebek Goreng H. Slamet Bogor

Abstract

Traditional restaurant is a kind of developing business in Bogor. Bebek Goreng H. Slamet restaurant is a kind of traditional restaurant which is the specific menu of processed duck. The goal of this research is identifying the characteristic of consumers, analyzing the process of buying decision, and analyzing the consumers satisfaction level of performance based on attributes in restaurant. The result show that of Importance Performance Analysis (IPA), there are still some attributes that need to be considered and have to improved, those are price, clearliness of the dining room, availability and clearliness of toilet, availability and clearliness of the sink, the availability of parking area, and quickness waiter to handle consumer complaint. Overall, Consumer Satisfaction Index (CSI) show the value is 72.74 persent, it means the consumers have been satisfied with the performance attributes of that restaurant.