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Volume 10, Issue 1, May 2017, Pages 51-59 | Cite as
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ANALISIS KEPUASAN KONSUMEN ROTI (STUDI KASUS PADA GOLDEN BAKERY DI TERNATE)

1
, Indonesia.
2
Universitas Muhammadiyah Maluku Utara, Indonesia.
Corresponding Author
https://doi.org/10.29239/j.agrikan.10.1.51-59
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Abstract

Roti merupakan produk pangan yang digemari dan setiap konsumen memiliki persepsi atau sikap yang berbeda terhadap atribut yang melekat pada roti. Penilaian atribut menjadi dasar keputusan untuk pembelian ulang roti dikemudian hari termasuk di Golden Bakery. Berdasarkan hal itu, penelitian ini bertujuan untuk mengetahui  tingkat kepuasan konsumen roti di Golden Bakery. Penelitian ini digolongkan sebagai penelitian kuantitatif. Penentuan sampel menggunakan teknik Nonprobability Sampling yaitu Sampling Insidental dan Sampling Kuota sebanyak 200 responden. Kuesioner diuji validitas melalui korelasi Product Moment Pearson dan uji reliabilitas dengan rumus Cronbach’s Alpha(α). Atribut roti yang diteliti meliputi bentuk atau model roti, harga, rasa dan pilihan rasa, kemasan, lokasi pembelian, promosi, manfaat dan pelayanan. Hasil uji validitas menunjukkan bahwa 8 indikator semuanya valid, dimana pada n = 30 dan α = 0,01 didapatkan nilai r hitung lebih besar dibandingkan r tabel = 0,463. Sedangkan hasil uji reliabilitas untuk Kepentingan sebesar 0,886 dan Kepuasan sebesar 0,901, berarti reliabel. Analisis tingkat kepuasan konsumen menggunakan pendekatan Indeks Kepuasan Konsumen (Customer Satisfaction Index). Hasil penelitian menunjukkan nilai Customer Satisfaction Index (CSI) sebesar 79,94% artinya tingkat kepuasan total berada pada 0,66 – 0,80 yang berarti para pelanggan telah merasa puas terhadap kinerja yang dilakukan oleh Golden Bakery.

Keywords

kepuasan, konsumen, roti, indeks kepuasan konsumen
These keywords were added by the authors and not by machine. This process is static and keywords cannot be updated except using algorithms or other reasons.

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The authors declare that they have no competing interests.

Funding Information

UMMU Ternate

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Creative Commons LicenseThis work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. (https://creativecommons.org/licenses/by-sa/4.0), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made. The Creative Commons Public Domain Dedication waiver (http://creativecommons.org/publicdomain/zero/1.0/) applies to the data made available in this article, unless otherwise stated.

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Tupamahu, Y.M., & Hamka, H., 2017. ANALISIS KEPUASAN KONSUMEN ROTI (STUDI KASUS PADA GOLDEN BAKERY DI TERNATE). Agrikan: Jurnal Agribisnis Perikanan 10(1): 51-59. https://doi.org/10.29239/j.agrikan.10.1.51-59
  • Revised

    Not available

  • Accepted

    Not available

  • Published

    29 May 2017

  • DOI

    https://doi.org/10.29239/j.agrikan.10.1.51-59

  • Publisher Name

    Sekolah Tinggi Ilmu Pertanian Wuna

  • Print ISSN

    1979-6072

  • Online ISSN

    2621-0193

Subject

  • kepuasan, konsumen, roti, indeks kepuasan konsumen
  • These keywords were added by the authors and not by machine. This process is static and keywords cannot be updated except using algorithms or other reasons.

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