Simaremare, Yoberalda Setiani Segebeta and Dr. Ir. Abdul Wahib Muhaimin,, MS and Dina Novia Priminingtyas,, SP., M.Si. (2021) Analisis Tingkat Kepuasan Konsumen Terhadap Bauran Pemasaran (9p) Di Kedai Kopi Kulo Kota Medan. Sarjana thesis, Universitas Brawijaya.
Abstract
Dampak globalisasi yang sangat besar menyebabkan masyarakat tidak dapat menolak perubahan-perubahan di setiap aspek kehidupan khususnya gaya hidup minum kopi. Semakin meningkatnya kedai kopi di Kota Medan, membuat persaingan kedai kopi di Kota Medan semakin kompetitif salah satunya yaitu Kedai Kopi Kulo Kota Medan. Kulo dituntut untuk lebih tanggap mengetahui tren yang menjadi kebutuhan, keinginan serta selera konsumen di masa sekarang dan di masa yang akan datang. Kedai Kopi Kulo termasuk salah satu kedai kopi yang memiliki produk unik dan variatif. Seiring berjalannya waktu, banyak kedai kopi baru bermunculan dan menyaingi Kedai Kopi Kulo. Permasalahan ini menyebabkan bahwa Kedai Kopi Kulo Kota Medan perlu meningkatkan strategi pemasarannya, salah satunya yaitu bauran pemasaran (9P). Sehingga perlu dilakukan analisis terhadap marketing mix (9P) untuk mengetahui tingkat kepuasan konsumen, kepentingan dan kinerja terhadap bauran pemasaran (9P). Penelitian ini bertujuan untuk (1) Mendeskripsikan karakteristik sosio demografi responden di Kedai Kopi Kulo Kota Medan, (2) Menganalisis tingkat kepentingan konsumen dan kinerja terhadap bauran pemasaran (9P) di Kedai Kopi Kulo Kota Medan dan (3) Menganalisis tingkat kepuasan konsumen terhadap bauran pemasaran (9P) di Kedai Kopi Kulo Kota Medan. Penentuan responden dilakukan dengan metode purposive sampling, yaitu sebanyak 90 orang dengan kriteria responden pernah mengkonsumsi produk minuman di Kedai Kopi Kulo Kota Medan secara langsung. Metode analisis yang digunakan yaitu analisis deskriptif, metode Importance Performance Analysis (IPA) dan metode Customer Satisfaction Index (CSI). Berdasarkan hasil penelitian, diketahui karakteristik responden Kulo didominasi oleh jenis kelamin perempuan dengan rentang usia 17-25 tahun. Konsumen mayoritas berpendidikan terakhir di Sekolah Menengah Atas (SMA) dan berprofesi sebagai mahasiswa serta memiliki pendapatan per bulan sekitar Rp1.000.000 – Rp3.000.000. Secara keseluruhan, nilai rata-rata tingkat kesesuaian atribut di Kedai Kopi Kulo Kota Medan sebesar 85,64% sehingga termasuk ke dalam kategori baik dalam tingkat kesesuaian antara tingkat kinerja dan harapan. Melalui metode Customer Satisfaction Index diketahui tingkat kepuasan konsumen terhadap bauran pemasaran (9P) secara menyeluruh sebesar 80,77% yang berada pada kategori sangat puas. Hal ini mengindikasikan bahwa sebagian besar konsumen Kedai Kopi Kulo merasa sangat puas terhadap atribut-atribut bauran pemasaran 9P yang diberikan oleh Kedai Kopi Kulo Kota Medan secara keseluruhan. Meskipun konsumen telah merasa sangat puas, masih terdapat beberapa atribut yang kinerjanya perlu dilakukan perbaikan yaitu atribut-atribut yang berada pada kuadran I meliputi atribut cita rasa produk, kesesuaian harga dengan kualitas produk dan promosi melalui media sosial sehingga Kulo dapat meningkatkan nilai kepuasan konsumennya.
English Abstract
The enormous impact of globalization causes people to be unable to resist changes in every aspect of life, especially the coffee drinking lifestyle. The increasing number of coffee shops in the city of Medan, making the competition for coffee shops in the city of Medan more competitive, one of which is the Kulo Coffee Shop in Medan City. Kulo is required to be more responsive to know the trends that become the needs, desires and tastes of consumers now and in the future. Kedai Kopi Kulo is one of the coffee shops that has unique and varied products. Over time, many new coffee shops have sprung up and compete with Kulo Coffee Shop. This problem causes that the Kulo Coffee Shop in Medan City needs to improve its marketing strategy, one of which is the marketing mix (9P). So it is necessary to analyze the marketing mix (9P) to determine the level of consumer satisfaction, importance and performance of the marketing mix (9P). This study aims to (1) Describe the socio-demographic characteristics of respondents at Kulo Coffee Shop, Medan City, (2) Analyze the level of consumer interest and performance on the marketing mix (9P) at Kulo Coffee Shop, Medan City, and (3) Analyze the level of consumer satisfaction with the marketing mix (9P) at the Kulo Coffee Shop, Medan City. Determination of respondents was carried out by purposive sampling method, as many as 90 people with the criteria of respondents having consumed beverage products at the Kulo Coffee Shop, Medan City directly. The analytical methods used are descriptive analysis, the Importance Performance Analysis (IPA) method and the Customer Satisfaction Index (CSI) method. Based on the results of the study, it is known that the characteristics of Kulo respondents are dominated by female with an age range of 17-25 years. The majority of consumers have the last education in senior high school by profession as college students and have a monthly income of around Rp1.000.000-Rp3.000.000. Overall, the average value of the attribute suitability level at Kedai Kopi Kulo Medan City is 85.64% so it is included in the good category in the level of suitability between the level of performance and expectations. Through the Customer Satisfaction Index method, it is known that overall level of consumer satisfaction is 80.77% which is in the very satisfied category. This indicates that most of the consumers of Kedai Kopi Kulo are very satisfied with the attributes of the marketing mix (9P) provided by Kulo Coffee Shop, Medan City as a whole. Even though consumers are very satisfied, there are some attributes whose their performances need to be improved, those are attributes in the quandrant I including product taste attributes, price compatibility with product quality and promotion through social media so that Kulo can increase the value of consumer satisfaction.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521040167 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | Nur Cholis |
| Date Deposited: | 07 Feb 2022 04:05 |
| Last Modified: | 25 Feb 2022 03:46 |
| URI: | http://repository.ub.ac.id/id/eprint/189431 |
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