Zamisuyana, Muhammad Rifqi (2019) Analisis Kepuasan Konsumen Terhadap Kualitas Produk Minuman Kopi “Selera Kita” Dengan Metode Importance Performance Analysis Dan Customer Satisfaction Index. Sarjana thesis, Universitas Brawijaya.
Abstract
Kopi “Selera Kita” merupakan salah satu produk kopi bubuk instan yang di produksi oleh PT. Sinar Prima Food tahun 2016. Sejak tahun 2017 PT. Sinar Prima Food telah bekerja sama dengan PT. Sumber Alfaria Trijaya sebagai distributor produknya, sehingga produk ini dapat ditemukan digerai Alfamart. Pada era globalisasi saat ini persaingan antar produk semakin ketat. Permintaan produk kopi “Selera Kita” yang fluktuatif menandakan bahwa produk tersebut masih kurang bersaing dipasaran. Persaingan tersebut mendorong perusahaan untuk terus berinovasi terhadap kualitas produknya. Berdasarkan hal tersebut maka untuk meningkatkan daya saing produk kopi “Selera Kita”, dilakukan analisis kepuasan konsumen terhadap kualitas produk. Penelitian ini bertujuan untuk menganalisis atribut minuman kopi “Selera Kita” yang dianggap penting untuk ditingkatkan oleh konsumen dan menganalisis tingkat kepuasan konsumen terhadap kualitas produk kopi “Selera Kita”. Penelitian ini menggunakan metode Importance Performance Analysis dan Customer Satisfaction Index yang digunakan untuk menganalisis tingkat kepuasan terhadap kualitas produk kopi tubruk “Selera Kita”. Hasil yang didapatkan dari penilaian 110 responden terhadap produk ini ialah terdapat tiga atribut yang penting untuk ditingkatkan kinerjanya yaitu atribut kemudahan memperoleh produk, rasa dan harga. Pada hasil analisis IPA juga didapatkan tingkat kesesuian harapan dengan kinerja pada produk ini sebesar 93,75%. Tingkat kepuasan konsumen terhadap produk ini sebesar 73,4%, hasil tersebut menggambarkan bahwa konsumen sudah merasa puas dengan 16 atribut yang dinilai pada produk kopi tubruk “Selera Kita”
English Abstract
"Selera Kita" coffee is one of the instant ground coffee products produced by PT. Sinar Prima Food in 2016. Since 2017 the company has been collaborated with PT. Sumber Alfaria Trijaya as a distributor of its products, so that this product can be found in Alfamart. In the current era of globalization, competition between products is getting tougher. Fluctuating demand for product “Selera Kita” indicates that the product is still less competitive in the market. The competition encourages companies to innovate on the quality of their products. Based on that situation, to improve the competitiveness of their product, an analysis of customer satisfaction on product quality is carried out. The aims of this study is to analyze the attributes of it products that are considered important to be improved by consumers and analysis the level of consumer satisfaction with the quality of their product. This study uses the Importance Performance Analysis and Customer Satisfaction Index methods used to analyze the level of satisfaction with the quality of the "Selera Kita" coffee products. The results obtained from the assessment of 110 respondents on this product are that there are three important attributes to be improved, namely the ease of obtaining the product, taste and price. In the results of the IPA analysis also found that the suitability level of expectations with the performance of this product was 93.75%. The level of customer satisfaction with this product is 73.4%, the results illustrate that consumers are satisfied with the 16 attributes assessed in the "Selera Kita" coffee brewed product
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2019/13/0520022331 |
| Uncontrolled Keywords: | Kepuasan Konsumen, Kualitas Produk, Kopi “Selera Kita, Consumer Satisfaction, Product Quality, “Selera Kita” Coffee |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Nur Cholis |
| Date Deposited: | 10 Aug 2020 06:51 |
| Last Modified: | 21 Oct 2021 08:01 |
| URI: | http://repository.ub.ac.id/id/eprint/180433 |
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