Analisis Keputusan Konsumen serta Implikasi terhadap Bauran Pemasaran Restoran DBC & Spageti, Kota Bogor

Abstract

DBC & Spageti restaurant is a restaurant that serves a variety of menubased chocolate and spaghetti. The purpose of this research is to analyze the purchase decision prosess of consumers, the factors which can influence consumer purchasing decisions, the importance satisfaction level for performance attributes that will provide an alternative strategy attributes repairment in DBC & Spageti restaurant. The method of research is a descriptive analysis method, Customer Satisfaction Index (CSI), and Importance Performance Analysis (IPA).In the purchasing decision (nature of the visit depends on the situation, frequency of purchase only once a month, the visit does not necessarily, time to visit at afternoon, and the costs which is spend for eating from 50 000 until 100 000), and post-purchase decision are consumers satisfied and consumers have an interest to come back again. The results are the consumer satisfaction rate at DBC & Spageti restaurant is satisfied and can be seen from Costumer Satisfaction Index which is at 77.07 percent that will mean the consumers are satisfied.