Efendy, Iwan Kurniawan (2024) Analisis Kepuasan Konsumen dalam Pembelian Produk Kurma Lawang Agung di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Lawang Agung faced challenges in his business as sales were stagnant, so it is important to know customer satisfaction because customer desires will provide important input for companies to design marketing strategies in order to create loyal customers and can survive in competing in the market. The purpose of this study was to identified consumer characteristics, identified the level of consumer satisfaction, and identified the level of importance of attributes to date palm consumer satisfaction at Lawang Agung outlets in Surabaya City. In this study, Importance Performance Analysis (IPA) and Customer Satisfaction Index (CSI) research tools were used. There were 5 variables, namely Price, Product, Ease of Acquisition, Packaging, and Packaging Design. The result of the CSI calculation was 60.7%, which means consumers were quite satisfied with Lawang Agung date products. The results of the IPA calculation obtained 6 attributes that needed to be improved in the calculation of the level of conformity with customer interests, namely affordable product selling prices, product prices that were in accordance with quality, product taste, product aroma, and branding logos. The calculation results could be used as material for evaluating factors or attributes that had to be improved for Lawang Agung in an effort to improve the quality of product to customers.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD1401 Agriculture-Economic aspects | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Iwan Kurniawan Efendy | ||||||||||||
| Date Deposited: | 22 Jan 2024 04:01 | ||||||||||||
| Last Modified: | 22 Jan 2024 04:01 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/20422 |
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