ANALISIS KEPUASAN DAN LOYALITAS KONSUMEN MINYAK GORENG KEMASAN BIMOLI (STUDI KASUS : PADA IBU-IBU RUMAH TANGGA KECAMATAN MEDAN BARU)
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Abstract
Penelitian ini bertujuan untuk mengetahui karakteristik konsumen minyak goreng kemasan bermerek Bimoli. Data yang dibutuhkan dalam penelitian ini dikumpulkan menggunakan teknik angket (kuisioner) dan wawancara. Bagian pertama berkaitan dengan karakteristik responden yaitu, berisi pertanyaan-pertanyaan mengenai karakteristik pembelian responden minyak goreng Bimoli. Kedua Kepuasan Responden, dan bagian yang terakhir yaitu Kriteria Loyalitas Responden dengan metode penelitian ada 3 yaitu menggunakan Microsoft Excel, Importance Performance Analysis (IPA), Customer Satisfaction Index (CSI) . Atribut-atribut yang memuaskan konsumen akan produk minyak goreng kemasan bermerek Bimoli. Metode analisis IPA minyak goreng Bimoli adalah terbagi 4 kuadaran yaitu kuadran l atribut yang perlu yang diperhatikan yaitu cepat panas. Atribut yang berada di kuadran II yaitu ada merek,aroma,kejernihan,informasi gizi, dan jaminan halal. Kuadran III ada kemasan menarik,prestise,variasi ukuran produk,layanan informasi,banyak digunakan orang,iklan, promosi, dan kemudahan di dapat. Di kuadran IV ada tidak berbusa saat dipakai,kemampuan membuat renyah,cepat tiris,hargai sesuai kualitas. Metode analisis CSI terbagi 5 tingkatan kriteria yaitu price buyer, habitual buyer, satisfied buyer, liking the brand, committed buyer.
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