?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGAMBILAN+KEPUTUSAN%2C+SIKAP%2C+DAN+KEPUASAN+KONSUMEN%0D%0ATERHADAP+PEMBELIAN+TEH+CASCARA+DI+KOTA+BANDUNG&rft.creator=Ngaden+%2C+Setiawan&rft.subject=330+Ekonomi&rft.subject=580+Tumbuh-tumbuhan%2C+tanaman%2C+botani%2C+flora&rft.subject=630+Pertanian+dan+teknologi+yang+berkaitan&rft.description=This+study+aims+to+analyze+decision+making%2C+purchasing+patterns%2C+attitudes%2C+and%0D%0Aconsumer+satisfaction+towards+purchasing+cascara+tea.+This+research+was%0D%0Aconducted+in+Bandung+City.+The+research+method+used+was+a+survey.+Respondents%0D%0Aof+this+study+were+70+consumers+consisting+of+35+student+consumers+and+35%0D%0Anonstudent+consumers.+The+research+data+were+analyzed+using+quantitative%0D%0Adescriptive+analysis%2C+Fishbein+Multiatribut+analysis%2C+Customer+Satisfaction+Index%0D%0A(CSI)%2C+and+Importance+Performance+Analysis+(IPA).+Data+collection+was+carried%0D%0Aout+in+April-May+2024.+The+results+showed+that+the+average+purchase+of+cascara%0D%0Atea+by+student+consumers+was+0.28+sachets+(0.69+grams)+per+month%2C+with+an%0D%0Aexpenditure+of+Rp10%2C788.89%2C+while+nonstudent+consumers+purchased+an+average+of%0D%0A0.35+sachets+(0.88+grams)+per+month%2C+with+an+expenditure+of+Rp14%2C844.44.+The%0D%0Aoriginal+variant+is+most+attractive+to+consumers%2C+while+the+cozy+variant+is+less%0D%0Aattractive+to+consumers.+The+frequency+of+purchasing+cascara+tea+is+0.15+times+per%0D%0Amonth+for+student+consumers+and+0.16+times+for+nonstudent+consumers.+Consumers%0D%0Aare+quite+fond+of+cascara+tea+as+indicated+by+the+value+(Ao)%2C+which+is+145.15%0D%0A(72.58%25)+for+student+consumers+and+141.75+(70.87%25)+for+nonstudent+consumers.%0D%0ABased+on+CSI+value%2C+the+level+of+consumer+satisfaction+is+very+satisfied%2C+namely%0D%0A82.63%25+for+student+consumers+and+85.40%25+for+nonstudent+consumers.+Based+on%0D%0AIPA+analysis%2C+the+company+needs+to+improve+the+performance+of+the+aroma+of%0D%0Acascara+tea+while+maintaining+the+performance+of+the+attributes+of+obtaining+health%0D%0Abenefits+and+speed+of+service.+Meanwhile+Meanwhile%2C+the+price+and+taste+attributes%0D%0Ado+not+need+to+be+a+top+priority%2C+the+company+should+focus+more+on+increasing+the%0D%0Aattributes+of+flavor+variants.+companies+should+focus+more+on+increasing+the%0D%0Aattributes+of+flavor+variants%2C+packaging%2C+and+ease+of+obtaining+products.%0D%0AKeywords%3A+cascara+tea%2C+customer+satisfaction%2C+health+benefits.%0D%0A%0D%0APenelitian+ini+bertujuan+untuk+menganalisis+pengambilan+keputusan%2C+pola%0D%0Apembelian%2C+sikap%2C+dan+kepuasan+konsumen+terhadap+pembelian+teh+cascara.%0D%0APenelitian+ini+dilakukan+di+Kota+Bandung.+Metode+penelitian+yang+digunakan%0D%0Aadalah+survei.+Responden+penelitian+ini+adalah+70+konsumen+yang+terdiri+dari+35%0D%0Akonsumen+mahasiswa+dan+35+konsumen+nonmahasiswa.+Data+penelitian+dianalisis%0D%0Adengan+menggunakan+analisis+deskriptif+kuantitatif%2C+analisis+Multiatribut+Fishbein%2C%0D%0ACustomer+Satisfaction+Index+(CSI)%2C+dan+Importance+Performance+Analysis+(IPA).%0D%0APengumpulan+data+dilakukan+pada+bulan+April-Mei+2024.+Hasil+penelitian%0D%0Amenunjukkan+rata-rata+pembelian+teh+cascara+oleh+konsumen+mahasiswa+adalah%0D%0A0%2C28+sachet+(0%2C69+gram)+per+bulan%2C+dengan+pengeluaran+sebesar+Rp10.788%2C89%2C%0D%0Asedangkan+konsumen+nonmahasiswa+rata-rata+pembelian+sebesar+0%2C35+sachet%0D%0A(0%2C88+gram)+per+bulan%2C+dengan+pengeluaran+sebesar+Rp14.844%2C44.+Varian+original%0D%0Apaling+diminati+konsumen%2C+sedangkan+varian+nyaman+kurang+diminati+konsumen.%0D%0AFrekuensi+pembelian+teh+cascara+adalah+0%2C15+kali+per+bulan+untuk+konsumen%0D%0Amahasiswa+dan+0%2C16+kali+untuk+konsumen+nonmahasiswa.+Konsumen+cukup%0D%0Amenyukai+teh+cascara+yang+ditunjukkan+dengan+nilai+(Ao)%2C+yaitu+145%2C15+(72%2C58%25)%0D%0Auntuk+konsumen+mahasiswa+dan+141%2C75+(70%2C87%25)+untuk+konsumen+nonmahasiswa.%0D%0ABerdasarkan+nilai+CSI%2C+tingkat+kepuasan+konsumen+sangat+puas%2C+yaitu+82%2C63%25+untuk%0D%0Akonsumen+mahasiswa+dan+85%2C40%25+untuk+konsumen+nonmahasiswa.+Selanjutnya%2C%0D%0Aberdasarkan+IPA%2C+perusahaan+perlu+meningkatkan+kinerja+aroma+teh+cascara+dengan%0D%0Atetap+mempertahankan+kinerja+atribut+memperoleh+manfaat+kesehatan+dan%0D%0Akecepatan+pelayanan.+Sementara+itu%2C+atribut+harga+dan+rasa+tidak+perlu+menjadi%0D%0Aprioritas+utama%2C+sebaiknya+perusahaan+seharusnya+lebih+fokus+pada+peningkatan%0D%0Aatribut+varian+rasa%2C+kemasan%2C+dan+kemudahan+mendapatkan+produk.%0D%0AKata+kunci%3A+teh+cascara%2C+kepuasan+konsumen%2C+manfaat+kesehatan&rft.publisher=FAKULTAS+PERTANIAN&rft.date=2024-09-18&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F83386%2F1%2FABSTRAK%2520-%2520ngaden%2520setiawan.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F83386%2F2%2FSKRIPSI%2520FULL%2520-%2520ngaden%2520setiawan.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F83386%2F3%2FSKRIPSI%2520TAN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