SIKAP DAN KEPUASAN KONSUMEN RUMAH MAKAN AYAM PENYET HANG DIHI BANDAR LAMPUNG
Abstract: The aims of this research
are to analyze: customer’s characteristics, attitudes and satisfactions, and
its correlation on the total of monthly customers’ purchase. The research location was determined
purposively. The number of interviewed
respondents was 60. Data were analyzed
descriptively and by Multiatribute Fishbein, Customer Satisfaction Index (CSI)
and Importance Performance Analysis (IPA), Pearson and rank Spearman
correlation analysis. The research
results showed that the customers of Hang Dihi restaurant were women, 16-25
years old, mostly college students followed by graduates with income or
allowance of Rp1,000,000-Rp2,000,000 per month having 4-5 family members. They
came to the restaurant location from 3-5 km distance, and purchased pressed
fried chicken as much as Rp22,000–Rp31,000 per month. The value of customers’
attitude was 11.82 meaning that customers had positive attitudes. The CSI value
was 72 percent; it meant that customers were satisfied overall. Based on IPA,
the customers evaluated that hygiene, variations of menu, and cleanness of
place were needed to be improved. There was correlation between the total
purchase of pressed fried chicken at Hang Dihi and customers characteristics
i.e. gender, education, job, income, and attitude and satisfaction.
Penulis: Yessi Febrina Br
Bangun, Yaktiworo Indriani, Achdiansyah Soelaiman
Kode Jurnal: jppertaniandd170595
