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dc.contributor.advisorMuflikh, Yanti Nuraeni
dc.contributor.authorNovarianto, Ahmad Fajar
dc.date.accessioned2014-12-18T03:01:46Z
dc.date.available2014-12-18T03:01:46Z
dc.date.issued2014
dc.identifier.urihttp://repository.ipb.ac.id/handle/123456789/72064
dc.description.abstractWaroeng Hotplate Odon merupakan salah satu restoran yang menawarkan menu khas mie hotplate dengan cita rasa pedas yang khas dan harga yang terjangkau. Penelitian ini bertujuan untuk menganalisis karakteristik konsumen, keputusan pembelian konsumen, kepuasan konsumen, dan loyalitas konsumen yang hasilnya berimplikasi terhadap bauran pemasaran Waroeng Hotplate Odon. Metode yang digunakan dalam penelitian ini adalah analisis deskriptif, analisis gap, Importance Performance Analysis (IPA), Costumer Satisfaction Index (CSI), dan piramida loyalitas. Berdasarkan penelitian, mayoritas konsumen Waroeng Hotplate Odon adalah konsumen berjenis kelamin laki-laki dengan usia 17 – 25 tahun yang berdomisili di Bogor, konsumen berpendidikan terakhir SMA dengan status pernikahan belum menikah, dan pekerjaan sebagai pelajar/mahasiswa dengan pendapatan/uang saku per bulan Rp 1 500 000 – 2 499 000. Tingkat kepuasan konsumen terhadap atribut Waroeng Hotplate Odon berdasarkan CSI sebesar 77.74 persen. Tingkat loyalitas konsumen Waroeng Hotplate Odon tergolong masih rendah karena bentuk piramida tingkat loyalitas belum berbentuk segitiga terbalik, namun sudah cukup baik karena mayoritas konsumen berada pada tingkat committed buyer sebesar 38 persen.en
dc.description.abstractWaroeng Hotplate Odon is one of the restaurants which offers a special menu of hotplate noodles with a distinctive spicy flavor and affordable price. The aim of this study was to analyze the characteristics of the customer, the customer purchasing decisions, customer satisfaction, and customer loyalty which result has implications for the marketing mix of Waroeng Hotplate Odon. The method used in this study is a descriptive analysis, gap analysis, Importance Performance Analysis (IPA), Customer Satisfaction Index (CSI), and the loyalty pyramid. Based on the research, the majority of Waroeng Hotplate Odon customers are 17-25 years old male who live in Bogor, high school graduate customer with unmarried marital status, and students with income range per month is between Rp 1 500 000 – 2 499 000. Level of customer satisfaction with Waroeng Hotplate Odon attributes by CSI is at 77.74 percent. The level of customer loyalty at Waroeng Hotplate Odon is still relatively low due to the shape of the loyalty pyramid level which has not been inverted to the triangle shape, but it is good enough because the majority of customers are committed buyer at a rate of 38 percent.en
dc.language.isoid
dc.publisherBogor Agricultural University
dc.titleTingkat kepuasan dan loyalitas konsumen waroeng hotplate odon Bogor, Jawa Baraten
dc.title.alternativeLevel of satisfaction and customer loyalty waroeng hotplate odon Bogor, West Javaen
dc.typeUndergraduate Thesisen
dc.subject.keywordkarakteristik konsumenen
dc.subject.keywordkepuasanen
dc.subject.keywordloyalitasen
dc.subject.keywordWaroeng Hotplate Odonen


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