ANALISIS PREFRENSI, KEPUASAAN, DAN LOYALITAS KONSUMEN TERHADAP KERIPIK PISANG DAN SINGKONG DI SENTRA AGROINDUSTRI KERIPIK DI KOTA BANDAR LAMPUNG
| Main Author: | Grace Virginie Agatha, 1414131077 |
|---|---|
| Format: | Bachelors NonPeerReviewed Book Report |
| Terbitan: |
FAKULTAS PERTANIAN
, 2018
|
| Subjects: | |
| Online Access: |
http://digilib.unila.ac.id/54728/1/ABSTRAK.pdf http://digilib.unila.ac.id/54728/2/SKRIPSI%20FULL.pdf http://digilib.unila.ac.id/54728/3/SKRIPSI%20TANPA%20BAB%20PEMBAHASAN.pdf http://digilib.unila.ac.id/54728/ |
Daftar Isi:
- Penelitian ini bertujuan untuk menganalisis preferensi, kepuasaan, dan loyalitas konsumen keripik pisang dan singkong di sentra agroindustri keripik di Kota Bandar Lampung. Lokasi penelitian dipilih secara sengaja (purposive). Jumlah responden yang diwawancarai sebanyak 70 orang konsumen dengan metode accidental sampling di sentra agroindustri keripik di Kota Bandar Lampung. Pengumpulan data dilakukan pada bulan Mei - Juni 2018. Analisis untuk menjawab tujuan penelitian dilakukan dengan menggunakan indeks kepuasan pelanggan (CSI), kepentingan dan kinerja (IPA), deskriptif dan switcher buyer, habitual buyer, satisfied buyer, liking the brand buyer dan commited buyer. Hasil penelitian menunjukkan bahwa atribut keripik yang menjadi preferensi konsumen adalah harga murah, rasa enak, tekstur renyah, aroma sedap, jarak memperoleh jauh dan kemasan produk menarik. Prioritas utama yang harus ditingkatkan pada keripik pisang dan singkong adalah atribut kemudahan memperoleh produk. Konsumen keripik pisang dan singkong merupakan konsumen yang berada pada kriteria puas dan loyal. Kata kunci: customer satisfaction index, keripik pisang, keripik singkong. Analysis of Preferences, Satisfaction and Consumers Loyalty on Banana and Cassava Chips at Chips Agroindustry Centers in Bandar Lampung City The aims of this research are to analyze consumers preferences, satisfaction, and loyalty of banana and cassava chips at chips agroindustry centers in Bandar Lampung. The agroindustries were chosen purposively. There were 70 respondents taken by using accidental sampling. Data were collected in May-June 2018 and analyzed descriptively by using Customer Satisfaction Index (CSI), Importance and Perfomance Analysis (IPA), and loyalty pyramid method (switcher buyer, habitual buyer, satisfied buyer, liking the brand buyer, and commited buyer). The results of this research showed that the attributes of banana and cassava chips which become the consumers preferences were low prices, good taste, crispy texture, pleasant scent, harder to get, and attractive packaging. The main priority that must be increased of banana and cassava chips is the attribute of easiness to get. The satisfaction levels of the consumers of banana and cassava chips were both classified as satisfying and considered as loyal consumers. Key words: banana chips, cassava chips, customer satisfaction index.