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Title: | Analisis Kepuasan Konsumen terhadap Bauran Pemasaran untuk Meningkatkan Penjualan pada PT Cahaya Malika Farm |
Other Titles: | Analysis of Consumer Satisfaction with Marketing Mix to Increase Sales at PT Cahaya Malika Farm |
Authors: | Sayekti, Ayutyas Suryanto, Clarrito Rizki Sayyidina Ali Alrizi |
Issue Date: | 2024 |
Publisher: | IPB University |
Abstract: | Sektor peternakan ayam menjadi industri dalam memenuhi kebutuhan protein hewani masyarakat karena memiliki harga yang relatif murah dibandingkan protein hewani lainnya. Tingginya permintaan dan berkembangnya industri peternakan menjadi peluang bagi PT Cahaya Malika Farm sebagai distributor penyedia kebutuhan input seperti pakan (feedmill) dan bibit (breeding). Saat ini PT Cahaya Malika Farm mengalami masalah dalam meningkatkan volume penjualan ditambah ketatnya persaingan usaha. Aspek kepuasan konsumen terhadap kinerja perusahaan harus dianalisis untuk mengetahui tingkat kinerja terhadap tingkat harapan konsumen. Metode yang digunakan meliputi analisis deskriptif kuantitatif customer satisfaction index (CSI) dan importance performance analysis (IPA). Hasil perhitungan CSI didapatkan tingkat kepuasan konsumen 58,70% dan masih belum mencapai kepuasan konsumen secara maksimal. Berdasarkan hasil analisis IPA terdapat enam atribut yang menjadi fokus perbaikan untuk meningkatkan kepuasan konsumen. Metode analisis finansial R/C rasio terdapat peningkatan dari 1,1 sebelum pengembangan menjadi 1,3 setelah pengembangan bisnis. The chicken farming sector has become an industry in meeting people's animal protein needs because it has a relatively low price compared to other animal proteins. The high demand and development of the livestock industry is an opportunity for PT Cahaya Malika Farm as a distributor of input needs such as feed (feedmill) and seeds (breeding). Currently PT Cahaya Malika Farm is experiencing obstacles in increasing sales volume coupled with increasingly fierce business competition. The aspect of customer satisfaction with the company's performance must be analyzed to determine the level of performance against the level of consumer expectations. The methods used include quantitative descriptive analysis of the customer satisfaction index (CSI) and importance performance analysis (IPA). The results of the CSI calculation obtained a customer satisfaction level of 58,70% and still did not achieve maximum customer satisfaction. Based on the results of the IPA analysis, there are six attributes that are the focus of improvement to increase customer satisfaction. The financial analysis method R/C rasio has increased from 1,1 before development to 1,3 after business development. |
URI: | http://repository.ipb.ac.id/handle/123456789/156812 |
Appears in Collections: | UT - Agribusiness Management |
Files in This Item:
File | Description | Size | Format | |
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cover_J0310201248_420aac887be9472b896391d2b9a787c6.pdf | Cover | 2.41 MB | Adobe PDF | View/Open |
fulltext_J0310201248_d4a9a45ad28c4327bab04cef683aa73f.pdf Restricted Access | Fulltext | 3.15 MB | Adobe PDF | View/Open |
lampiran_J0310201248_a2da46468cc448c6b14a692c7edff82b.pdf Restricted Access | Lampiran | 3.32 MB | Adobe PDF | View/Open |
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