Analisis Kepuasan Konsumen Terhadap Produk Kebab Pada Kebab Kayra Kota Jambi

Dani, Arma and Yulia, Ade and Permata Sari, Fenny (2024) Analisis Kepuasan Konsumen Terhadap Produk Kebab Pada Kebab Kayra Kota Jambi. Syntax Literate, 8 (4). ISSN 2541-0849

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Abstract

Penelitian ini bertujuan untuk mengetahui atribut produk yang penting, tingkat kepuasan konsumen, dan rekomendasi perbaikan atribut produk Kebab Kayra di Kota Jambi, penelitian ini dilakukan dari bulan Oktober – Maret 2024, penelitian ini dilakukan secara sengaja (purposive) dengan metode penarikan sample claster (cluster random sampling) sebanyak 100 responden dimana Kebab Kayra memiliki 2 cabang outlet yang artinya konsumen kebab Kayra berada di dua cabang. Metode penelitian Analisis Customer Satisfaction Index (CSI) dan Importance Performance Analysis (IPA), dan Diagram Kartesius. Atribut-atribut yang diduga berpengaruh dengan tingkat kepuasan konsumen Kebab Kayra yaitu rasa, aroma, tekstur, warna, merek, kemasan, dan harga sesuai dengan kualitas. Hasil penelitian ini menunjukan bahwa atribut produk yang dianggap penting adalah aroma, tekstur, rasa, dan harga sesuai kualitas. Nilai kepuasan konsumen sebesar 0,74 masuk dalam kategori rentang 0,60 – 0,80 dinyatakan puas. Rekomendasi perbaikan atribut aroma dan tekstur. This study aims to determine the important product attributes, the level of customer satisfaction, and recommendations for improving the product attributes of Kebab Kayra in Jambi City, this research was conducted from October to March 2024, this research was conducted purposively with a cluster random sampling method of 100 respondents where Kebab Kayra has 2 branch outlets which means that Kayra kebab consumers are in two branches. Research methods Customer Satisfaction Index (CSI) and Importance Performance Analysis (IPA) analysis, and Cartesian Diagrams. The attributes that are thought to be influential with the level of consumer satisfaction of Kayra Kebab are taste, aroma, texture, color, brand, packaging, and price according to quality. The results of this study indicate that the product attributes that are considered important are aroma, texture, taste, and price according to quality. The consumer satisfaction value of 0.74 is included in the category range 0.60 - 0.80 declared satisfied. Recommendations for improving aroma and texture attributes.

Type:	Article
Subjects:	S Agriculture > S Agriculture (General)
Divisions:	Fakultas Teknologi Pertanian > Teknologi Industri Pertanian
Depositing User:	Armadani
Date Deposited:	10 Jul 2024 02:42
Last Modified:	10 Jul 2024 02:42
URI:	https://repository.unja.ac.id/id/eprint/67001

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