Analisis Kepuasan dan Loyalitas Konsumen Restoran Solaria Botani Square Bogor

Abstract

Increasing incomes and bustle of the city with people work a lot of times, have caused them to change the habits of having food toward more practical, a different atmosphere and rarely found when they dine in at home. An increasing number of restaurants in the city of Bogor have impacted a higher level of restaurant competition in. One of the restaurants in Bogor is Solaria Botanical Square. High level of restaurants competition will affect the number of customers visiting the Solaria Botanical Square. Based on the analysis of Customer Satisfaction Index (CSI), the level of customer satisfaction attributes of the Solaria Botanical Square is 71.45 percent. However, the level of consumer loyalty is still relatively low. It seems that the form of a pyramid level of loyalty is not inverted triangular. The number of switcher buyer is still dominating the consumer by 58 percent. The number of habitual buyer is 21 percent, and number of satisfied buyers is 5 percent. The number of consumer liking the brand is 7 percent. Finally, total committed buyer is 9 percent.

Peningkatan pendapatan masyarakat dan kesibukan masyarakat di kota–kota besar dengan pekerjaan yang menyita banyak waktu menyebabkan mereka mengubah pola kebiasaan mengkonsumsi makanan ke arah yang lebih praktis, suasana yang berbeda dan jarang ditemukan bila dinikmati di rumah. Peningkatan jumlah restoran di Kota Bogor derdampak terhadap tingkat persaingan industri tata boga di Kota Bogor yang semakin tinggi. Solaria Botani Square merupakan salah satu restoran yang ada di Kota Bogor. Tingkat persaingan yang tinggi akan mempengaruhi jumlah konsumen yang berkunjung ke Restoran Solaria Botani Square. Pengukuran tingkat kepuasan konsumen terhadap atribut Restoran Solaria Botani Square sebesar 71,45 persen melalui analisis Customer Satisfaction Index (CSI). Tingkat loyalitas konsumen Restoran Solaria Botani Square tergolong masih rendah karena bentuk piramida tingkat loyalitas belum berbentuk segitiga terbalik. Jumlah switcher buyer masih mendominasi konsumen sebesar 58 persen, jumlah habitual buyer yaitu 21 persen. Jumlah satisfied buyer sebesar 5 persen. Jumlah liking the brand yaitu 7 persen. Jumlah commited buyer yaitu 9 persen.