Analisis Kepuasan Konsumen Terhadap Produk Keripik pisang Rizky di Kota Jambi

elvera, elvera (2023) Analisis Kepuasan Konsumen Terhadap Produk Keripik pisang Rizky di Kota Jambi. S1 thesis, UNIVERSITAS JAMBI.

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Abstract

ABSTRAK – Penelitian ini bertujuan untuk mengetahui atribut yang dianggap penting bagi konsumen produk keripik pisang Rizky di Kota Jambi, untuk menganalisa kepuasan konsumen terhadap produk keripik pisang Rizky di Kota Jambi. Metode penelitian yang digunakan yaitu deskriptif kuantitatif, jenis data yang digunakan data primer dan data sekunder. Teknik penentuan responden yang digunakan dalam penelitian ini adalah cluster random sampling. Jumlah responden pada penelitian ini adalah 30 responden, pengambilan data dilakukan dengan menggunakan kuesioner. Metode analisis data yang digunakan uji validitas, uji reliabilitas, analisis Customer Satisfaction Index (CSI) untuk mengukur indeks kepuasan konsumen secara keseluruhan terhadap produk keripik pisang Rizky di Kota Jambi, dan analisis Importance and Performance Analysis (IPA) untuk mengetahui perbaikan atribut. Hasil penelitian Customer Satisfaction Indeks didapatkan nilai sebesar 0,798 menunjukkan bahwa indeks kepuasan konsumen secara keseluruhan atribut keripik pisang Rizky yaitu rasa, aroma, tekstur, warna, merek, kemasan, harga terjangkau, serta harga sesuai kualitas produk pada kriteria puas. Rasa keripik pisang, teksur keripik pisang, warna keripik pisang, harga keripik pisang terjangkau, serta harga sesuai dengan kualitas merupakan atribut yang dianggap penting bagi konsumen. ABSTRACT - This study aims to determine the attributes that are considered important for consumers of Rizky banana chips products in Jambi City, to analyze consumer satisfaction with Rizky banana chips products in Jambi City. The research method used is descriptive quantitative, the type of data used is primary data and secondary data. The respondent determination technique used in this study was cluster random sampling. The number of respondents in this study were 30 respondents, data collection was carried out using a questionnaire. The data analysis method used is validity test, reliability test, Customer Satisfaction Index (CSI) analysis to measure the overall consumer satisfaction index for Rizky banana chip products in Jambi City, and Importance and Performance Analysis (IPA) analysis to determine attribute improvements. The results of the Customer Satisfaction Index study obtained a value of 0.798 indicating that the overall consumer satisfaction index attributes Rizky banana chips, namely taste, aroma, texture, color, brand, packaging, affordable prices, and prices according to product quality on satisfaction criteria. The taste of banana chips, the texture of banana chips, the color of banana chips, the price of banana chips is affordable, and the price according to quality are attributes that are considered important by consumers.

Type:	Thesis (S1)
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Teknologi Pertanian > Teknologi Industri Pertanian
Depositing User:	ELVERA
Date Deposited:	14 Jul 2023 07:23
Last Modified:	27 Jun 2024 02:23
URI:	https://repository.unja.ac.id/id/eprint/53150

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