Mahendra, Okta Wisnu (2023) PREFERENSI KONSUMEN PRODUK OLAHAN PISANG COKLAT (STUDI KASUS DI “MAFIA GEDANG” KOTA SURABAYA). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The level of business competition and the increasing complexity of the variables that influence consumer decisions, make the process of understanding the behavior of consumer buying decisions even more complicated. The purpose of this study is to analyze consumer preferences for the attributes of Mafia Gedang, identify which attributes are most considered by consumers and analyze consumer satisfaction with the attributes of processed Mafia Gedang bananas in the city of Surabaya. Data analysis methods include Importance and Performance (IPA) and Customer Satisfaction Index (CSI). The results showed that the attributes of processed banana products that are the preference of Mafia Gedang consumers in Surabaya City, namely the price of processed bananas that are affordable, the flavors provided vary with the addition of various toppings, attractive packaging according to product size, the service provided by employees is friendly and politeness, as well as presentation of products that are quickly served and keep warm. Based on the importance and performance analysis, processed banana products at the Mafia Gedang booth in Surabaya City need to maintain their performance. The attributes included in this quadrant are prices that are in accordance with the facilities provided. Consumer satisfaction with processed banana products at Mafia Gedang is 69.07% which is categorized as high or said to be satisfied. The consumer's CSI value for the Mafia Gedang attributes is included in the satisfied category, meaning that the consumer is satisfied with the performance of the Mafia Gedang attributes. Keywords: Banana, preference, performance, importance
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Wisnu Okta Mahendra | ||||||||||||
| Date Deposited: | 09 Jun 2023 04:09 | ||||||||||||
| Last Modified: | 09 Jun 2023 04:09 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/14775 |
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