SIKAP DAN KEPUASAN KONSUMEN TERHADAP PEMBELIAN SATE DI KOTA BANDAR LAMPUNG

LIKA ONIARANTI SITORUS, 1414131103 (2018) SIKAP DAN KEPUASAN KONSUMEN TERHADAP PEMBELIAN SATE DI KOTA BANDAR LAMPUNG. FAKULTAS PERTANIAN, UNIVERSITAS LAMPUNG.

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Abstrak

Tujuan penelitian ini untuk menganalisis sikap konsumen, kepuasan konsumen dan pengaruh sikap dan kepuasan konsumen terhadap pembelian sate. Data dikumpulkan pada bulan Juni – Juli 2018. Lokasi penelitian ditentukan secara sengaja (purposive) dengan pertimbangan bahwa Rumah Makan LWS dan Rumah Makan HJA berdiri pada tahun yang sama, tetapi memiliki perbedaan dalam perkembangan usahanya. Pada penelitian ini sebanyak 60 responden yang mengkonsumsi sate diambil dengan menggunakan teknik accidental sampling. Metode analisis yang digunakan adalah Analisis Multiatribut Fishbein dan Customer Satisfaction Index (CSI). Hasil penelitian menunjukkan bahwa konsumen Rumah Makan Sate LWS dan Rumah Makan HJA memiliki sikap percaya terhadap atribut produk dan pelayanan. Konsumen merasa sangat puas terhadap pembelian sate di RumahMakan Sate LWS dan Rumah Makan HJA. Mayoritas konsumen tetap akan melakukan pembelian sate di Rumah Makan LWS dan Rumah Makan HJA meskipun harga sate mengalami peningkatan. Kata kunci : kepuasan konsumen, sate, sikap ATTITUDE AND SATISFACTION OF CONSUMERS TOWARDS THE PURCHASE OF SATAY IN BANDAR LAMPUNG CITY The study aims to analyze consumer attitudes, consumer satisfaction and the influence of consumer attitudes and satisfaction to the purchase of satay. Data were collected in June – July 2018. The research location is determined purposively with the consideration that the LWS and HJA Restaurant have been established in the same year, however they have a different in business development. There are 60 respondents in the research with is collected by accidental sampling. The analytical method used is Fishbein Multi-attribute Analysis and Customer Satisfaction Index (CSI). The results show that consumer of LWS and HJA Restaurant have an attitude of trust in product and service attributes. Consumers feel very satisfied with the purchase of satay at LWS and HJA Restaurant. The majority of consumers keep buying satay at LWS and HJA Restaurant eventhough the price of satay has been increased. Key words: attitude, consumer satisfaction, satay

Tipe Karya Ilmiah: Skripsi
Subyek: H Ilmu Sosial = Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Pertanian > Pertanian ( Umum )
Program Studi: Fakultas Pertanian > Prodi Agribisnis
Depositing User: 188233794 . Digilib
Date Deposited: 10 Dec 2018 04:14
Last Modified: 10 Dec 2018 04:14
URI: http://digilib.unila.ac.id/id/eprint/54627

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