ATRIBUT KEPUASAN KONSUMEN PRODUK MINUMAN RINGAN COCA COLA DI KOTA BANDARLAMPUNG
ABSTRACT: The Objective of
this research is to analyze the attributes that influence Coca Cola customer
satisfaction. Gap analysis shows that the priority attributes must be improved
performance were: interesting promotion (-0.83), color of the product (0.61),
attractive design (-0.59), refill packaging (-0.58) and product safety (-0.08)
while the other attributes have accordanced with customer expectations.
Importance-Performance Analysis showed the top priority attributes (quadrant A)
were an interesting campaign, the next priority for the enhanced importance
(quadrant C) were the product color, attractive design, packaging, rechargeable
and affordable prices. Coca Cola has been able to meet consumer expectations in
reaching the level of satisfaction ( multi-attribute test : 1.78, total value
of satisfaction (13,508).
Keywords: attributes, coca
cola, consumer expectations
Penulis: Adrina Yustitia
Kode Jurnal: jppertaniandd090032
