Fadilah, Natasya (2022) ANALISIS TINGKAT KEPUASAN KONSUMEN FOOD TRUCK DI YAMAHA LAND SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Yamaha Land is a business platform for culinary entrepreneurs, including food trucks. Customer satisfaction is important for your company because it can also be a marketing tool. One approach to increase consumer satisfaction is to determine the level of consumer preference for product or service features. The purpose of this study was to identify consumer characteristics, consumer purchasing decision processes and customer satisfaction at Yamaha Land Surabaya. There were 96 respondents for the survey. The analysis techniques include descriptive analysis, materiality performance analysis (IPA), and customer satisfaction analysis (CSI). As a result, consumers of Yamaha Land are mostly male, age range 22 to 27 years, monthly income of 500,000 to 1,500,000 rupiah, the last education is high school or college, and students are working. The purchasing decision-making process of Yamaha Land consumers goes through five stages: the need identification stage, the information search stage, the alternative evaluation stage, the purchase decision stage, and the post-purchase stage. The results of the Importance Performance Analysis (IPA) of attributes included in Quadrant I are Taste and Speed, Quadrant II Cleanliness, Kindness, Politeness and Order, Quadrant III Price, Color and Texture, and Quadrant IV Aroma. While the value of the Customer Satisfaction Index (CSI) is 75.6%. Judging from the Consumer Satisfaction Index, it can be said that consumers who come to Yamaha Land are in the satisfied category for all tested attributes. Keywords: CSI, Yamaha Land, IPA, Customer Satisfaction
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Natasya Fadilah | ||||||||||||
| Date Deposited: | 09 Nov 2022 07:05 | ||||||||||||
| Last Modified: | 09 Nov 2022 07:05 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/10117 |
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