Analisis kepuasan konsumen rumah makan Waroeng Cowek Ireng di Kota Semarang

Abstract

Waroeng Cowek Ireng (WCI) is one of restaurant that serves typical home with various kinds of bluff eating spiciness. The aims of the study are to identify and examine the characteristics of the WCI consumers, identify WCI consumer buying decision process, analyze the level of interest, level of performance and also customer satisfaction of WCI attributes. The results of study show the characteristics of WCI most consumers aged between 17-24 years, have marriage and unmarriage in the balanced number and live in Semarang, have of graduate education, working as aprivate employee with income between Rp 500.000- 4.500.000 . Decision process starts from the recognition of the requirement, which is the main reason for consumers to buy WCI, consumer information resources on WCI, evaluation of alternative to the purchase on WCI, the purchase and the result of the stages of the purchase decision process WCI. The WCI customer satisfaction score is 73,85 percent which show in general , consumers WCI are satisfied with the attribute analyzed.