Pengaruh Bauran Pemasaran Terhadap Tingkat Kepuasan Pelanggan Rumah Makan “Sop Buntut Dan Iga Bakar Sam Nawi” Di Kota Malang

Yulia, Hani (2018) Pengaruh Bauran Pemasaran Terhadap Tingkat Kepuasan Pelanggan Rumah Makan “Sop Buntut Dan Iga Bakar Sam Nawi” Di Kota Malang. Sarjana thesis, Universitas Brawijaya.

Abstract

Daging sapi merupakan salah satu sumber protein hewani yang dapat dipertimbangkan dalam kemampuannya memenuhi kebutuhan daging di masyarakat tak terkecuali daging Iga sapi atau rib yang merupakan bagian daging sapi yang dapat dikonsumsi yang berada disekeliling tulang iga atau tulang rusuk. Selain sebagai kota wisata Malang juga dikenal sebagai kota kuliner yang menghadirkan bermacam-macam aneka makanan dan jajanan, tercatat ada sekitar 270 jumlah rumah makan, 56% terdiri dari rumah makan menjual produk olahan ayam, 23% produk olahan sapi, 13% produk babi dan 3% produk kerbau. Penelitian ini dilakukan untuk sumber-sumber ataupun bahan informasi kepada instansi ataupun perusahaan terkait dengan kepuasan pelanggan, dan unsur-unsur bauran pemasaran yang paling berpengaruh terhadap tingkat kepuasaan para pelanggan. Terutama pemimpin perusahaan harus memperhatikan faktor apa saja yang dianggap pelanggan agar mereka merasa puas. Dapat dijadikan sebagai informasi bagi peneliti lain yang tertarik untuk mendalami bidang sosial ekonomi peternakan. Pengambilan data dilaksanakan di Rumah Makan Iga Bakar Sam Nawi ruko Sawojajar kav. 21 Blok C Kota Malang, pada tanggal 01 Desember - 30 Desember 2017. Pengumpulan data dilakukan dengan menggunakan angket/ kuesioner, wawancara dan dokumentasi. Hasil penelitian diperoleh bahwa pekerjaan responden yang datang untuk mengunjungi Rumah Makan Sop Buntut dan Iga Bakar Sam Nawi Kota Malang mayoritas mahasiswa (38%), pekerja swasta dengan prosentase sebesar 18%. Item y1 mengenai kualitas produk sop buntut dan iga yang dihidangkan pegawai untuk pelanggan di Rumah Makan Sop Buntut dan Iga Bakar Sam Nawi Kota Malang, mayoritas dengan jumlah 73 responden (73%) menyatakan produk mampu memberikan kepuasan melalui kebutuhan untuk protein hewani di Kota Malang. Kualitas produk yang disajikan memiliki kualitas yang baik, sehat, aman dan halal . Hasil pengolahan data, instrumen pertanyaan yang diberikan kepada responden sudah memiliki prsyaratan valid dengan syarat bahwa n= 100, α = 0,05, dan r tabel = 0,195, jika persyaratan r hitung > r tabel (0,195), maka dapat dikatakan valid. Kesimpulan dari hasil penelian yaitu karakteristik responden dalam melakukan pembelian olahan iga pada Rumah Makan Sop Buntut dan Iga Bakar Sam Nawi di Kota Malang dapat di bagi menjadi 3 karakteristik yaitu : Karakteristik responden berdasarkan usia dengan mayoritas umur 21 – 29 tahun dengan angka prosentase (48%), karakteristik responden berdasarkan jenis kelamin mayoritas berjenis kelamin perempuan dengan prosentase (60%), karakteristik responden berdasarkan pekerjaan mayoritas mahasiswa dengan prosentase sebesar (38%) dan yang kedua wiraswasta/ swasta dengan prosentase (18%). Marketing mix/ bauran pemasaran 4P (produk, harga, tempat dan promosi) berpengaruh positif terhadap kepuasan konsumen di Rumah Makan Sop Buntut dan Iga Bakar Sam Nawi di Kota Malang. Banyaknya angka prosentase pada karakteristik usia 21-29 tahun viii yaitu mahasiswa di harapkan Rumah Makan Sop Buntut dan Iga Bakar Sam Nawi dapat membuka cabang lagi pada daerah strategis di wilayah lembaga pendidikan seperti UB, UMM, UM, POLINEMA dan ITN.

English Abstract

This research was conducted on December 1st to December 30th, 2017 at “Sop Buntut dan Iga Bakar Sam Nawi” restaurant in Malang. The purpose of this study was to analyze the marketing mix as the variable analysis and factor analysis in order to find out the level of costumers’ satisfaction which included 100 costumers of “Sop Buntut dan Iga Bakar Sam Nawi” restaurant. The primary data were collected by survey method using structural questionnaire, while the secondary data were obtained from the documentation and literature. The results of this research showed that “Sop Buntut dan Iga Bakar Sam Nawi” restaurant was able to give satisfaction to its costumer by filling the need of animal protein to them. The quality of products served in the restaurant has good quality which is healthy, safe, and halal. Furthermore, the characteristic of respondens dominated by female (60%), mayority as students (38%) with age ranging between 21-29 years old (48%). In addition, marketing mix of 4P (product, price, place and promotion) have a positive effect on customer satisfaction at “Sop Buntut dan Iga Bakar Sam Nawi” restaurant in Malang.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FPT/2018/95/051802722
Uncontrolled Keywords: rib, marketing mix, factor analysis, consumer’s satisfaction.
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Peternakan > Peternakan
Depositing User: soegeng sugeng
Date Deposited: 23 May 2018 01:23
Last Modified: 22 Oct 2021 05:21
URI: http://repository.ub.ac.id/id/eprint/10863
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