Almirzaqy, Muhammad Fikry Izza (2018) Analisis Kualitas Website Serta Media Sosial Instagram Terhadap Kepuasan Konsumen (Studi Kasus Pt Bintang Indo Jaya). Sarjana thesis, Universitas Brawijaya.
Abstract
Pemasaran secara online memudahkan konsumen untuk mencari informasi, memilih dan membeli produk dimana serta kapan saja. PT Bintang Indo Jaya berupaya memasarkan Rotiboy secara online melalui website dan media sosial instagram. Pemasaran secara online memudahkan konsumen untuk mencari informasi, memilih dan membeli produk dimana serta kapan saja. Namun upaya memasarkan secara online guna memberikan kepuasan bagi konsumen tidak lepas dari kualitas sebuah website dan instagram yang perlu diperhatikan. Metode yang digunakan dalam penelitian ini adalah Importance Performance Analysis (IPA) dan Customer Satisfaction Index (CSI). Importance Performance Analysis (IPA) digunakan untuk menentukan tingkat prioritas item yang menunjang kepuasan konsumen. Sementara, Customer Satisfaction Index (CSI) digunakan untuk menentukan angka kepuasan konsumen terhadap kualitas website dan media sosial instagram Rotiboy. Hasil perhitungan CSI menunjukkan angka sebesar 70.8% yang termasuk dalam kategori kepuasan konsumen rendah. Item yang perlu menjadi prioritas dalam perbaikan dalam IPA adalah informasi menarik yang ditampilkan pada website dan instagram Rotiboy Surabaya Bali, update Informasi secara berkala, kejelasan Informasi, keamanan distribusi produk, keramahan dan kecepatan customer service memberi respon.
English Abstract
Online marketing makes it easy for consumers to find information, choose and buy products anywhere and anytime. PT Bintang Indo Jaya strives to market Rotiboy online through Instagram websites and social media. Online marketing makes it easy for consumers to find information, choose and buy products anywhere and anytime. But the effort to market online in order to give satisfaction to consumers cannot be separated from the quality of a website and Instagram that needs attention. The method used in this research is Importance Performance Analysis (IPA) and Customer Satisfaction Index (CSI). Importance Performance Analysis (IPA) is used to determine the priority level of items that support customer satisfaction. Meanwhile, the Customer Satisfaction Index (CSI) is used to determine the number of customer satisfaction on the quality of the website and Rotiboy Instagram social media CSI calculation results show a figure of 70.8% which is included in the low consumer satisfaction category. The items that need to be prioritized in the improvement in the Natural Sciences are interesting information displayed on the Rotiboy Surabaya Bali website and Instagram, regular updates of information, clarity of information, security of product distribution, friendliness and speed of customer service to respond.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2018/508/051810598 |
| Uncontrolled Keywords: | Website, Instagram, Importance Performance Analysis (IPA), Customer Satisfaction Index (CSI), Kepuasan Konsumen,/Website, Instagram, Importance Performance Analysis (IPA), Customer Satisfaction Index (CSI), Customer Satisfaction |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Endang Susworini |
| Date Deposited: | 27 Jun 2019 07:41 |
| Last Modified: | 23 Nov 2021 05:58 |
| URI: | http://repository.ub.ac.id/id/eprint/164948 |
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