ANDRIES DARWIS, KEVIN (2020) ANALISIS SELERA DAN TINGKAT KEPUASAN KONSUMEN KFC GUNA MENINGKATKAN DAYA SAING. Other thesis, UPN JATIM.
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Abstract
High community mobility results in practical, fast and convenient consumption patterns that can be obtained through restaurants, thus creating many restaurants. Today's competition between restaurants is required to formulate effective and efficient marketing strategies. This study aims to find out about the characteristics, KFC consumer tastes and attitudes, and the level of consumer satisfaction with the marketing mix conducted by KFC. The study was conducted at KFC BG Junction Surabaya with 50 respondents. The sampling method in this study uses accidental sampling technique. The analysis used to determine the characteristics and tastes of consumers using descriptive analysis, fishbein multiattribute analysis to analyze KFC consumer attitudes, analysis of Customer Satisfaction Index to analyze the level of customer satisfaction, and Importance Performance Analysis to find out what attributes consumers are interested in buying KFC. The research results obtained are the description of respondents in this study are generally come from among students / students who have low income but like activities outside the home. While the taste in general is to like the spicy taste of crispy chicken upper thighs, while the most preferred side menu is french fries and a drink that is fond of float mocha. And the payment method often used is cash. The value of consumer attitudes towards KFC BG Junction products with a total attitude value (Ao) of 366 with the interpretation "Like" which means liking KFC products. The level of KFC consumer satisfaction with products is 73.23 percent, which means "satisfied" consumers. The product mix has a high level of performance and importance, while the promotion mix has a low level of performance and importance compared to other mix attributes so that it affects satisfaction. The results of the IPA calculation mean value of consumer interests is 4.31, and the product mix is in Quadrant II with a value of 4.72. So it can be said that the interests of consumers are greater than the performance provided by KFC. So that the KFC can maintain and improve the performance of the product mix to better satisfy consumers because it becomes the most important thing. And the attributes that become the main priority for improvement are a mixture of physical evidence and promotion in order to increase consumer satisfaction. Keywords : Customer Attitude, Customer Satisfaction, Consumer Taste, ……………….KFC, Marketing Mix
| Item Type: | Thesis (Other) | ||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD9000 Agricultural Industries | ||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||
| Depositing User: | Users 13 not found. | ||||||||
| Date Deposited: | 25 Nov 2020 02:37 | ||||||||
| Last Modified: | 25 Nov 2020 02:37 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/766 |
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