Proses Pengambilan Keputusan Pembelian dan Tingkat Kepuasan Konsumen Klappertaart Huize Bogor-Jawa Barat

Abstract

Klappertaart Huize is a restaurants that offers Holland snack with the main menu of klappertaart. Klappertaart Huize Restaurant is located at Jalan Pangrango number 25 Bogor. This research is aimed to analyze the characteristic of consumer, decision making process of purchasing and consumer’s satisfaction level of Klappertaart Huize. According to research finding, the majority consumers of Klappertaart Huize are 17 – 26 years old of aged female, lived in Jakarta, undergraduate student, unmarried, and having monthly incomes of Rp 2 500 000 – Rp 5 000 000. Overall, according to Customer Satisfaction Index (CSI) it is obtained 73,97 percent of value meaning that consumer has already satisfied with the restaurant’s performance. Importance Performance Analysis (IPA) shows that some attributes requiring consideration of performance refinement is such as taste variation of klappertaart, the price of klappertaart, the waiters’ hospitality and courtesy, the waiters’ proactive, the waiters’ knowledge and ability, and detail information of list of menu.