SIKAP DAN KEPUASAN KONSUMEN TERHADAP KONSUMSI MAKANAN PECEL LELE DI KOTA BANDAR LAMPUNG
Abstract: This study aimed to investigate
the consumers’ characteristics, attitudes and satisfaction toward the
attributes of “pecel lele” and the level of consumer’s satisfaction on the
restaurant services. This research was
conducted at two restaurants, namely MP Asli Hang Dihi and Ibu Safe'i, in
Bandar Lampung City. The data was collected in January-March 2016 by a survey
method and involving 60 respondents. The
data of consumers’ attitudes was analyzed by Fishbein Multiatribute, whereas
the level of consumers’ satisfaction was calculated by Customer Satisfaction
Index (CSI). The result showed that
consumers of both restaurants were 17-21 years old, most ot them were students
of Bachelor (S1) and had monthly income or allowance from their parents ranging
from Rp300,000 to Rp700,000 (at MP Asli Hang Dihi) and from Rp800,000 to
Rp1,500,000 (at Ibu Safe'i). The score
of consumers’ attitudes toward”pecel lele” at Ibu Safe'i was 40.9, while at MP
Hang Dihi was 37.9. The level of consumer satisfaction index toward the
restaurant services of Ibu Safe'i was 71.52 percent and of MP Hang Dihi was
70.50 percent. The highest score of
among all attitudes and services were given to the taste.
Penulis: Deni Yuda Pratama,
Yaktiworo Indriani, Teguh Endaryanto
Kode Jurnal: jppertaniandd170610