ANALISIS PERILAKU DAN BAURAN PEMASARAN JASA MAKANAN CEPAT SAJI MENU UTAMA AYAM BAKAR (Studi Kasus Kantin DI Kampus Universitas Lampung)

Mahesa Reyhan Prayoga, 1214051052 (2017) ANALISIS PERILAKU DAN BAURAN PEMASARAN JASA MAKANAN CEPAT SAJI MENU UTAMA AYAM BAKAR (Studi Kasus Kantin DI Kampus Universitas Lampung). UNIVERSITAS LAMPUNG, FAKULTAS PERTANIAN.

[img]
Preview
Text
ABSTRACT.pdf

Download (18Kb) | Preview
[img] Text
SKRIPSI FULL.pdf
Restricted to Registered users only

Download (672Kb)
[img]
Preview
Text
SKRIPSI TANPA BAB PEMBAHASAN.pdf

Download (536Kb) | Preview

Abstrak

Penelitian ini bertujuan untuk mengetahui profil dan perilaku konsumen mahasiswa Universitas Lampung terhadap produk makanan cepat saji menu utama ayam bakar serta mengetahui tingkat kepentingan dan kinerja atribut-atribut yang mempengaruhinya dan menyusun rekomendasi bauran pemasaran. Penelitian ini dilakukan dengan metode survei perilaku dan kepuasan konsumen terhadap 77 mahasiswa melalui wawancara dan pengisian kuesioner. Data yang diperoleh dianalisis dengan menggunakan analisis deskriptif, Importance Performance Analysis, dan Customer Satisfication Index. Berdasarkan hasil survey mayoritas konsumen mahasiswa berjenis kelamin perempuan sebanyak 67 orang dengan usia 20-24 tahun sebanyak 46 orang. Adapun motivasi awal konsumen adalah mudah didapat (29 orang) sedangkan manfaat yang dicari adalah rasanya enak (37 orang). Sumber informasi yang diperoleh berasal dari teman (53 orang) dimana rasa adalah atribut yang menjadi fokus utama (54 orang). Konsumen melakukan evaluasi alternatif pada atribut rasa (45 orang) dan waktu pembelian adalah pada siang hari (43 orang). Konsumen merasa cukup puas (43 orang) dan memutuskan untuk melakukan pembelian kembali (71 orang). Hasil analisis Importance Performance Analysis menunjukan bahwa kecepatan penyajian menjadi prioritas utama. Atribut yang kinerjanya baik sesuai dengan kepentingan konsumen adalah bumbu, tekstur, higienitas produk, keramahan dalam pelayanan dan kenyamanan tempat. Atribut dengan kinerja rendah adalah penampilan produk, potongan harga pada event tertentu, pemilihan media iklan yang digunakan, wadah penyajian dan ukuran per saji. Atribut yang memiliki tingkat kinerja berlebihan namun tidak dinilai terlalu penting oleh konsumen adalah harga, aroma dan kemudahan menjangkau lokasi. Hasil analisis Customer Satisfication Index (CSI) diperoleh nilai sebesar 86,56% yaitu konsumen merasa sangat puas. Rekomendasi terkait bauran pemasaran (7P) adalah produsen perlu memperbaiki variabel produk yaitu penampilan dan wadah penyajian serta promosi yaitu potongan harga pada event tertentu dan aktif melakukan promosi di media sosial. Kata kunci : ayam bakar, bauran pemasaran, makanan cepat saji, perilaku dan kepuasan konsumen, studi kasus ABSTRACT This study aimed to determine the profile and behavior of consumers of University of Lampung students to fast food products main menu roasted chicken and to know the level of importance and performance of attributes that influence it also to prepare marketing mix recommendations. This research was conducted by behavior and consumer satisfaction survey method toward 77 students through interview and filling questionnaire. The obtained data had analyzed using descriptive analysis, Importance Performance Analysis, and Customer Satisfication Index. Based on the survey to the majority the consumers were female students (67 persons) with the age of 20-24 years as many as 46 persons. The initial consumer motivation was easy to get (29 persons) while the benefits sought was delicious taste (37 persons). Sources of information obtained came from friends (53 persons) where sense was the main focus attribute (54 persons). Consumers performed an alternative evaluation of taste attributes (45 persons) and the time of purchase was during the day (43 persons). Consumers felt quite satisfied (43 persons) and decided to make repurchase (71 persons). The results of the analysis of Importance Performance Analysis showed that the serving time was the main priority. Attributes performed well in accordance with the interest of consumers were spices, textures, hygiene products, hospitality in service and comfort of the place. Low-performance attributes were product performance, discounts on certain events, selection of advertising media used, preparing containers and size per serving. Attributes that had excessive performance levels but were not valued too much by the consumer were the price, the scent and the ease of reaching the location. The result of analysis of Customer Satisfication Index (CSI) obtained value equal to 86,56% that consumer felt very satisfied. Recommendations related to the marketing mix (7P) were that the producer need to improve the product variables, appearance and the preparing containers. Variables of promotion, discounts on certain events and actively promoting in social media. Keywords: case study, consumer behavior and satisfaction, fast food, grilled chicken, marketing mix

Tipe Karya Ilmiah: Skripsi
Subyek: H Ilmu Sosial = Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Ilmu Sosial = Social Sciences > HF Commerce
Program Studi: Fakultas Pertanian > Prodi Teknologi Hasil Pertanian
Depositing User: 43871914 . Digilib
Date Deposited: 09 Aug 2017 08:44
Last Modified: 09 Aug 2017 08:44
URI: http://digilib.unila.ac.id/id/eprint/27856

Actions (login required)

View Item View Item