Analisis Kepuasan Konsumen terhadap Menu Steak di Restoran Happy Cow Steak Bogor, Jawa Barat

Abstract

Happy Cow Steak is a restaurant in Bogor which offer western menu with steak as their main product. The aim of this research is to find out the characteristic of Happy Cow Steak’s consumers, consumer’s purchasing decision process, and consumer’s satisfaction level. The number of respondent who participated in this research was 90 respondent. The method used in this study is a descriptive analysis, Importance Performance Analysis (IPA), and Customer Satisfaction Index (CSI). The result shows that the majority of consumers who visit Happy Cow Steak Restaurant were women, 21-30 years old, educated as bachelor and senior high school, worked as student with income between Rp500 000 to Rp1 499 999 per month, single, and lived in Bogor. Based on Customer Satisfaction Index (CSI), consumer satisfaction level of Happy Cow Steak Restaurant is 71.94 percent, implied that the customers are satisfied 71.94 percent. Importance Performance Analysis (IPA) showed that the availability of cutlery steak, restaurant cleanness, and restaurant comfortness were the priority to be improved