ANALISIS KEPUASAN KONSUMEN TERHADAP PRODUK ROTI ANUGRAH BAKERY VARIAN RASA STROBERI DI KOTA JAMBI

HUTABARAT, LIMSIONARDO (2024) ANALISIS KEPUASAN KONSUMEN TERHADAP PRODUK ROTI ANUGRAH BAKERY VARIAN RASA STROBERI DI KOTA JAMBI. S1 thesis, Universitas Jambi.

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Abstract

Penelitian ini bertujuan untuk mengetahui analisis kepuasan konsumen dan kepentingan setiap atribut pada produk roti Anugrah Bakery dengan varian rasa stoberi. Penelitian ini menggunakan metode deskriptif dan kuantitatif, jenis data yang digunakan data primer dan data sekunder. Teknik penentuan responden yang digunakan dalam penelitian ini adalah cluster random sampling, dengan pengelompokan berdasarkan wilayah dan jumlah distribusi roti. Jumlah responden dalam penelitian ini adalah 36 responden, pengumpulan data dilakukan dengan menggunakan kuesioner. Metode analisis data menggunakan uji validitas, uji reliabilitas dan dengan analisis tingkat kepuasan berdasarkan Customer Satisfaction Indeks (CSI) dan Importance performance alpha (IPA). Hasil penelitian menunjukkan harga dan tekstur roti dianggap penting oleh konsumen dan konsumen merasa puas terhadap roti dengan nilai CSI 0,75. Perlunya perbaikan pada atribut di kuadaran 1 yaitu atribut harga. This research aims to determine the analysis of consumer satisfaction and the importance of each attribute in Anugrah Bakery bread products with strawberry flavor variants. This research uses descriptive and quantitative methods, the types of data used are primary data and secondary data. The technique for determining respondents used in this research is cluster random sampling, with grouping based on region and amount of bread distribution. The number of respondents in this study was 36 respondents, data collection was carried out using a questionnaire. The data analysis method uses validity tests, reliability tests and analysis of satisfaction levels based on the Customer Satisfaction Index (CSI) and Importance Performance Alpha (IPA). The research results show that the price and texture of bread are considered important by consumers and consumers are satisfied with bread with a CSI value of 0.75. There is a need for improvement in the attributes in quadrant 1, namely the price attribute.

Type:	Thesis (S1)
Uncontrolled Keywords:	Satisfaction Analysis, attributes, CSI, IPA
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Teknologi Pertanian > Teknologi Industri Pertanian
Depositing User:	HUTABARAT
Date Deposited:	18 Jul 2024 08:01
Last Modified:	18 Jul 2024 08:01
URI:	https://repository.unja.ac.id/id/eprint/68815

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