ANALISIS KEPUASAN KONSUMEN COFFEE SHOP KOPILOKA SERTA IMPLIKASINYA TERHADAP BAURAN PEMASARAN

SHADIRA, RADEN AYU ZAHRA and Husin, Laila (2021) ANALISIS KEPUASAN KONSUMEN COFFEE SHOP KOPILOKA SERTA IMPLIKASINYA TERHADAP BAURAN PEMASARAN. Undergraduate thesis, Sriwijaya University.

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Abstract

Coffee Shop Kopiloka is one of the Coffee Shops that was established in 2017 at Palembang City, by offering coffee typical of South Sumatra Province with a comfortable and authentic atmosphere for coffee connoisseurs. Over time, in 2018 – 2019 the increase in the number of Coffee Shops in Palembang City grew so rapidly. More and more Coffee Shops are offering more modern facilities and places as well as more menu variations. This indicates a tight business competition. The management of Kopiloka needs to analyze costumer behavior and find out the wants and needs of costumers. Therefore, this study aims to analyze costumer characteristics, costumer purchasing decisions, costumer satisfaction levels and their implications for the marketing mix to facilitate managers in determining the right marketing mix strategy. The method used is descriptive analysis, Customer Satisfication Index (CSI) and Importance Performance Analysis (IPA) involving 30 respondents. Data collection was carried out in April 2021. CSI of 80.22 percent showed that most costumers were satisfied with the performance provided by Kopiloka. However, there are some attributes that have a low level of performance. The IPA method shows the attributes of taste, suitability of price with quality and safety of the place as attributes that have a high level of importance and a low level of performance.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	konsumen, karakteristik, kepuasan, keputusan pembelian, CSI dan IPA
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business S Agriculture > SB Plant culture > SB107-109 Economic botany
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Raden Ayu Zahra Shadira
Date Deposited:	11 Aug 2022 05:55
Last Modified:	11 Aug 2022 05:55
URI:	http://repository.unsri.ac.id/id/eprint/77025

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