ANALISIS KEPUASAN KONSUMEN PADA WARUNG STEAK & SHAKEDI KOTA MALANG

Casmedi Andi, Santoso (2009) ANALISIS KEPUASAN KONSUMEN PADA WARUNG STEAK & SHAKEDI KOTA MALANG. Other thesis, University of Muhammadiyah Malang.

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Abstract

This study is a survey in 97 consumers Waroeng Steak & Shake Up the Way Kawi Malang with the title "Analysis of Satisfaction Consumers In Cafes Steak & Shake in Malang City. " The purpose of this study was to analyze the level of consumer satisfaction Cafes Steak & Shake in Malang. In this study, the authors use the hypothesis, namely: expected level of consumer satisfaction in Cafes Steak & Shake in Malang City is at the level of satisfaction. The analytical tool used is the analysis of Importance-Performance Analysis (IPA) is in operation using a matrix that is Cartesian diagram. The results of this study concluded that the level of balance between the expectations / interests of consumers with the performance of service quality Waroeng Steak & Shake Malang ranged from 86.01% to 111.81%. The majority atraibut service quality is at the level of balance is more than 90% to 100%. Based on the diagram Cartesians, consumers feel the satisfaction of quality of services provided by Waroeng Steak & Shake Malang. That is, the majority of consumer expectations can be met based on the performance exhibited by Waroeng Steak & Shake Malang. This condition can be seen from number of service quality attributes that are in quadrant B, which is the location where a high level of importance and high performance. There are 2 attributes that consumers are still not satisfactory, the responsiveness of employees in providing clear and easily understood and the lack of attention given by Waroeng Steak & Shake Malang to its consumers, especially those who have become repeat customers. Based on the conclusion, the authors provide suggestions yaituPihak Waroeng Steak & Shake Malang must continue to improve the quality of services and products offered to its customers. This can be done by providing clear and easily understood as well as special attention to every customer. The goal to increase customer loyalty so that the purchase will happen eventually able to re- provide more benefits to the Steak & Shake Waroeng Malang. Future studies are expected not only done at Steak & Shake Waroeng Malang, but developed in other branches such as Yogyakarta, Surabaya, Bandung, Jakarta, and Denpasar. The goal for enterprise customers can find satisfaction in their respective regions. Number of distributed questionnaires should be multiplied again for more reflect the conditions of the population.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economic > Department of Management
Depositing User: Anwar Jasin
Date Deposited: 03 Apr 2012 03:14
Last Modified: 03 Apr 2012 03:14
URI: http://eprints.umm.ac.id/id/eprint/1697

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