ANALISIS KINERJA ATRIBUT YANG MEMPENGARUHI KEPUASAN KONSUMEN PADA MINUMAN BLACK KOPI (Studi Kasus di Kafe Triple Ah di Kota Bandar Lampung)
| Main Author: | KETUT LIDRE AGUSTAWAN, 1414051052 |
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| Format: | Bachelors NonPeerReviewed Book Report |
| Terbitan: |
FAKULTAS PERTANIAN
, 2020
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| Subjects: | |
| Online Access: |
http://digilib.unila.ac.id/63383/1/ABSTRAK.pdf http://digilib.unila.ac.id/63383/2/SKRIPSI%20FULL.pdf http://digilib.unila.ac.id/63383/3/SKRIPSI%20TANPA%20BAB%20PEMBAHASAN.pdf http://digilib.unila.ac.id/63383/ |
Daftar Isi:
- Penelitian ini bertujuan untuk mengetahui perilaku konsumen terhadap minuman black kopi di Kafe Triple Ah, menganalisis tingkat prioritas atribut-atribut pada produk minuman black kopi di Kafe Triple Ah dan mengetahui tingkat kepuasan konsumen terhadap minuman black kopi di Kafe Triple Ah . Penelitian ini dilakukan dengan metode survei perilaku dan kepuasan konsumen terhadap 75 responden. Pengumpulan data menggunakan kuisioner, sedangkan analisis data menggunakan analisis deskriptif, Importance Performance Analysis, dan Customer Satisfication Index. Berdasarkan hasil survey terhadap minuman black kopi di Kafe Triple Ah mayoritas berjenis kelamin laki-laki dengan jumlah persentase sebesar 79 %, usia 17-25 tahun sebesar 97%, pekerjaan sebagai mahasiswa sebesar 83%, frekuensi pembelian sebanyak 5 kali dan lebih dari 5 kali sebesar 52%, serta penyampaian pesan baik kepada konsumen lain sebesar 89%. Hasil analisis Importance Performance Analysis menunjukan atribut-atribut produk minuman black kopi pada Kafe Triple Ah yang termasuk dalam prioritas utama (Kuadran I) adalah atribut potongan harga. Atribut-atribut yang termasuk dalam tahap pertahankan prestasi (Kuadran II) adalah atribut aroma, rasa, keramahan dan kesopanan, kebersihan, adanya steker (stop kontak), adanya wifi, adanya toilet (wc) dan keamanan sekitar. Atribut-atribut dengan dengan tingkat prioritas rendah (Kuadran III) adalah atribut warna, kekentalan, harga, wadah penyajian, kecepatan penyajian, ruang cukup lapang, adanya musik, kondisi pencahayaan serta lokasi mudah dijangkau. Atribut-atribut yang termasuk dalam kategori berlebihan (Kuadran IV) adalah atribut meja kursi rapi. Sedangkan hasil analisis Customer Satisfication Index (CSI) diperoleh nilai sebesar 82,79% yaitu bahwa konsumen merasa cukup puas. Berdasarkan hasil perhitungan menggunakan Customer Satisfaction Index (CSI), diperoleh tingkat kepuasan konsumen pada minuman black kopi dinyatakan sangat puas dengan nilai 82,79 %. Kata kunci: IPA, Kinerja Atribut, Black Kopi, Customer Satisfaction Index. ABSTRACT This study aim at to determine the consumer's behavior toward black coffee drinks at Triple Ah Cafe and analyze the priority levels of the attributes of black coffee beverage products at Triple Ah Cafe and find out the level of consumer satisfaction with black coffee drinks at Triple Ah Cafe.. This research was conducted with a survey method of behavior and customer satisfaction of 75 respondents. Data collection used the questionnaires, while data analysis used descriptive analysis, Importance Performance Analysis, and Customer Satisfication Index. Based on the results of a survey of black coffee drinks at Triple Ah Cafe the majority answer were male with a percentage of 79%, age 17-25 years at 97%, employment as a student at 83%, frequency of purchase as much as 5 times and more than 5 times by 52%, and delivery of good messages to other consumers by 89%. The results of the Importance Performance Analysis analysis showed that attributes of black coffee beverage products at Triple Ah Cafe included in the top priority (Quadrant I) are the discounted attributes. The attributes included in the stage of maintaining performance (Quadrant II) were the attributes of aroma, taste, friendliness and politeness, cleanliness, the presence of a plug (stop contact), the presence of wifi, the existence of a toilet (WC) and security around. Attributes with a low priority level (Quadrant III) were the attributes of color, thick, price, container of presentation, speed of presentation, sufficient space, music, lighting conditions and easily accessible locations. The attributes included in the redundant category (Quadrant IV) were the neat chair table attributes. While the results of the analysis of the Customer Satisfication Index (CSI) obtained a value of 82.79%, namely that consumers feel quite satisfied. Based on the results of calculations using the Customer Satisfaction Index (CSI), obtained the level of consumer satisfaction on black coffee drinks expressed very satisfied with a value of 82.79%. Keywodrs: IPA, Science, Attribute Performance, Black Coffee, Customer Satisfaction Index.