Armytasari, Dara Novalia (2019) Analisis Kepuasan Konsumen Terhadap Kualitas Produk Permen Susu Dan Kualitas Layanan Dengan Metode Importance Performance Analysis Dan Customer Satisfaction Index. Sarjana thesis, Universitas Brawijaya.
Abstract
Permen susu merupakan salah satu produk olahan yang berbahan baku susu segar dengan tambahan bahan lainnya seperti gula, mentega serta bahan penambah flavour. Salah satu UKM yang mengolah permen susu adalah UKM Lucky Milk yang berlokasi di Kota Batu. Pada era globalisasi saat ini banyak persaingan bisnis yang ditunjukkan dengan banyaknya merek, jenis dan rasa permen susu yang ditawarkan di masyarakat. Banyaknya persaingan bisnis tersebut menyebabkan pihak UKM harus menjaga kualitas produk agar tetap baik, karena kualitas produk dapat mempengaruhi minat beli konsumen. Selain kualitas produk, hal yang harus dipertahankan adalah kualitas layanan. Dimana kualitas layanan berhubungan dengan semua aktivitas yang dilakukan konsumen saat proses pembelian produk berlangsung. Penelitian terkait kualitas layanan dilakukan di toko oleh-oleh HC Putra Batu. Penelitian ini bertujuan untuk mengidentifikasi atribut kualitas produk permen susu UKM Lucky Milk dan kualitas layanan HC Putra yang diberikan konsumen perlu dipertahankan atau diperbaiki menggunakan metode IPA serta menganalisis tingkat kepuasan konsumen menggunakan metode CSI terhadap kualitas produk dan layanan. Penelitian menggunakan penyebaran kuesioner kepada 120 responden yang berkunjung ke outlet dan mengkonsumsi permen susu Lucky Milk. Hasil perhitungan dengan metode IPA menunjukkan bahwa atribut kualitas produk yang masuk pada kuadran I atau prioritas utama yang harus diperbaiki adalahviii rasa produk sebesar 74,56%. Pada hasil analisis metode IPA diperoleh nilai rata-rata tingkat kesesuaian kualitas produk sebesar 90,119%. Sedangkan, atribut kualitas layanan yang masuk pada kuadran I adalah karyawan selalu siap dan sedia melayani konsumen (62,05%), kesopanan dan keramahan karyawan kepada konsumen (63,687%). Hasil analisis metode IPA diperoleh nilai rata-rata tingkat kesesuaian kualitas layanan sebesar 83,33%. Hasil perhitungan dengan metode CSI menunjukkantingkat kepuasan konsumen pada permen susu Lucky Milk masuk pada kriteria “Puas” terhadap kualitas permen susu Lucky Milk. Namun, masih ada 33,72% konsumen yang belum puas dengan kualitas produk. Sedangkan nilai CSI kualitas layanan toko oleh-oleh HC Putra masuk pada kriteria “Kurang Puas” dengan layanan HC Putra karena masih terdapat 39,67% konsumen belum puas dengan layanan yang diberikan, sehingga perlu adanya perbaikan untuk kualitas produk dan kualitas layanan agar dapat meningkatkan kepuasan konsumen.Atribut yang menjadi prioritas utama harus diperbaiki adalah atribut yang masuk pada kuadran I.
English Abstract
Milk candy is one of the processed products made from fresh milk with the addition of other ingredients such as sugar, butter and flavor enhancers. One of the UKM that processes milk candy is Lucky Milk UKM which is located in Batu City. In the current era of globalization, there is a lot of business competition shown by the many brands, types and flavors of milk candy offered in the community. The amount of business competition causes the SMEs to maintain the quality of the product to remain good, because the quality of the product can affect consumer buying interest. In addition to product quality, the thing that must be maintained is service quality. Where the quality of service is related to all activities carried out by consumers during the product purchase process. Research related to service quality was conducted at the gift shop of HC Putra Batu. This study aims to identify the quality attributes of Lucky Milk UKM milk candy products and the quality of HC Putra services provided by consumers need to be maintained or improved using the IPA method and to analyze the level of consumer satisfaction using the CSI method of product and service quality. The study used questionnaires to 120 respondents who visited the outlet and consumed Lucky Milk milk candy. The results of calculations using the IPA method show that the product quality attribute included in quadrant I or the first priority that must be improved is the product taste of 74.56%. In the results of the analysis of the IPA method the average value of product quality is 90,119%. Meanwhile, service quality attributesx included in quadrant I are that employees are always ready and available to serve consumers (62.05%), politeness and friendliness of employees to consumers (63.687%). The results of the analysis of the IPA method obtained an average value of suitability of service quality of 83.33%. The results of calculations with the CSI method show the level of consumer satisfaction with Lucky Milk milk candy is included in the "Satisfied" criteria for the quality of Lucky Milk milk candy. However, there are still 33.72% of consumers who are not satisfied with product quality. While the CSI value of HC Putra souvenir shop service quality is included in the criteria of "Less Satisfied" with HC Putra services because there are still 39.67% of consumers not satisfied with the services provided, so there needs to be improvements to product quality and service quality in order to improve consumer satisfaction. The attributes that are the first priority must be corrected are the attributes that fall into quadrant I.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2019/393/052002560 |
| Uncontrolled Keywords: | Kepuasan Konsumen, Kualitas Produk dan Kualitas Layanan, Consumer Satisfaction, Product Quality and Service Quality |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 2 Consumer behavior |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Nur Cholis |
| Date Deposited: | 10 Aug 2020 06:45 |
| Last Modified: | 16 Mar 2022 02:23 |
| URI: | http://repository.ub.ac.id/id/eprint/181147 |
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