SIKAP, PENGAMBILAN KEPUTUSAN DAN KEPUASAN KONSUMEN TERHADAP AGROINDUSTRI PIE PISANG DI KOTA BANDAR LAMPUNG

WAYAN ELPA ANDELA, 1414131199 (2019) SIKAP, PENGAMBILAN KEPUTUSAN DAN KEPUASAN KONSUMEN TERHADAP AGROINDUSTRI PIE PISANG DI KOTA BANDAR LAMPUNG. FAKULTAS PERTANIAN, UNIVERSITAS LAMPUNG.

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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)

Penelitian ini bertujuan mengetahui karakteristik konsumen, sikap konsumen, proses pengambilan keputusan dan kepuasan konsumen terhadap produk pie pisang di JB dan YA. Sampel konsumen pie pisang sebanyak 66 orang yang dipilih melalui Accidental Sampling. Tujuan pertama dan ke tiga dianalisis secara deskriptif, tujuan ke dua dianalisis menggunakan model Multiatribut Fishbien dan tujuan ke empat dianalisis dengan menggunakan Customer satisfaction Index (CSI) dan Importance Performance Analysis (IPA). Hasil penelitian menunjukkan bahwa karakteristik konsumen pie pisang didominasi oleh perempuan usia 18-30 tahun, pekerjaan sebagai mahasiswa dengan pendapatan sebesar Rp1.500.000,00 - Rp2.500.000,00/bulan. Frekuensi pembelian pie pisang rata-rata dilakukan satu kali dalam seminggu. Proses pengambilan keputusan konsumen dalam pembelian pie pisang di YA dan JB dilakukan melalui pengenalan kebutuhan, pencarian informasi, evaluasi alternatif, keputusan pembelian dan evaluasi pasca pembelian. Konsumen pie pisang di JB memberi nilai sikap 178,40 sedangkan konsumen di YA memberi nilai 180. Tingkat kepuasan konsumen pie pisang di JB sebesar 77,86 persen dan 78,76 persen di YA, keduanya masuk kategori puas. Atribut pie pisang yang perlu ditingkatkan pada JB adalah tanggal kadaluarsa, sedangkan di YA tidak terdapat atribut yang perlu di tingkatkan. Kata Kunci : Sikap,CSI, IPA, kepuasan, pengambilan This study aims to determine consumer characteristics, attitudes, decision-making processes and customer satisfaction toward banana pie at YA and JB. The research samples were 66 people selected by accidental sampling. The first and third objectives were analyzed descriptively, the second objective was analyzed by the Multiatribut Fishbien model and the fourth objective was analyzed by Customer satisfaction Index (CSI) and Importance Performance Analysis (IPA). The results showed that the characteristics of consumers of banana pie were dominated by student women aged 18-30 years who were educated at the end of high school, and earned an income of Rp1,500,000.00-Rp2,500,000.00/month. The frequency of buying of banana pie was the most in once a week. The consumer decision making process on purchasing of banana pie was the same, namely the introduction of needs, information seeking, evaluation of alternatives, purchasing decisions and post-purchase evaluation. Consumers of banana pie at JB gave an attitude value of 178.40, those at YA gave an attitude value of 180. The satisfaction level of banana pie consumers at JB was 77.86 percent and 78.76 percent at YA, both were included in the satisfied category. The attribute of banana pie that was needed to be improved at JB was the expired day, whereas there was no attribute needed to be improved at YA Key words : Attitude, CSI, IPA, purchasing decisions

Jenis Karya Akhir:	Skripsi
Subyek:
Program Studi:	Fakultas Pertanian dan Pascasarjana > Prodi Agribisnis
Pengguna Deposit:	UPT . Rukiah
Date Deposited:	22 Mar 2022 07:26
Terakhir diubah:	22 Mar 2022 07:26
URI:	http://digilib.unila.ac.id/id/eprint/55418

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