TINGKAT KEPUASAN KONSUMEN TERHADAP RESTORAN HAPPY COW STEAK BOGOR JAWA BARAT
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Jul 18, 2017
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Abstract
Happy Cow Steak is a restaurant in Bogor which offers western menu with steak as its main product. The aim of this research was to find out the characteristic of Happy Cow Steak’s consumers, buying decision process, and consumer satisfaction. There were 90 respondents participating in this reserach. The methods used in this study were descriptive analysis, Importance Performance Analysis (IPA), and Customer Satisfaction Index (CSI). The research showed that the majority of consumers who visited Happy Cow Steak Restaurant were women, 21-30 years old, income between Rp 500.000 to Rp 1.499.999 per month, bachelors and senior high school, graduate students, not married, and lived in Bogor. There were five stages which the happy cow steak consumers had in their buying decision making process, i.e. need recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. Importance Performance Analysis (IPA) showed that the steak cutlery availability, restaurant cleanness, and restaurant comfort were the priority to be improved to meet customer satisfaction. Based on Customer Satisfaction Index (CSI) test, consumer satisfaction level of Happy Cow Steak Restaurant was 71, 94 percent implying that the customers were satisfied.
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GunawanA. F., & PriatnaW. B. (2017). TINGKAT KEPUASAN KONSUMEN TERHADAP RESTORAN HAPPY COW STEAK BOGOR JAWA BARAT. Forum Agribisnis : Agribusiness Forum, 5(2), 139-158. https://doi.org/10.29244/fagb.5.2.139-158
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Andreani, Fransisca. 2010. Analisa Kualitas Layanan Bisnis Makanan dan Minuman di Surabaya Ditinjau dari Derajat Pemenuhan Kepuasan Konsumen. Jurnal Manajemen Pemasaran, 5: 1-8.
Alma, Buchari. 2000. Manajemen Pemasaran dan Pemasaran Jasa. Bandung : Alfabeta.
Aminu, Ahmad, Ahmad Hartini. 2008. Marketing Mix Drivers of Clients Satisfaction in Technology-enabled Service: Study of Nigerian GSM Subscribers. Communication of The IBIMA, 1: 84-90.
Ariffin, Hashim Fadzil, Mohamad Fahmi Bibon, dan Raja Puteri Saadiah Raja Abdullah. 2012. Restaurant’s Atmospheric Elements: What Customer Wants. Procedia, 38: 380-387.
Baye, Michael. 2002. Managerial Economics and Business Strategy. New York: McGraw-Hill Education.
Bloemer, Odekerken-Schroder. 2002. Store Satisfaction and Store Loyalty Explained by Customer and Store Related Factors. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour, 15: 68-80.
Dinas Informasi Kebudayaan dan Pariwisata Kota Bogor. 2012. Data Pariwisata Kota Bogor. Bogor: BPS Kota Bogor.
Engel JF, Blackwell RD, Miniard PW. 1994. Perilaku Konsumen Edisi Keenam Jilid 1. Diterjemahkan oleh: FX Budiyanto. Jakarta: Binarupa Aksara.
Fadhila, Achmad Haris. 2010. Analisis Kepuasan dan Loyalitas Konsumen Terhadap Menu Pancake di Pantasteiik Restaurant Botani Square serta Implikasinya Terhadap Alternatif Bauran Pemasaran [skripsi]. Bogor (ID): Fakultas Ekonomi dan Manajemen, Institut Pertanian Bogor, Bogor.
Fitriani J. 2012. Analisis Tingkat Kepuasan Konsumen Terhadap Restoran Ikan Bakar dalam Bambu “Karimata” di Sentul Bogor, Jawa Barat [skripsi]. Bogor: Fakultas Ekonomi dan Manajemen, Institut Pertanian Bogor, Bogor.
Gunawan, Intan Mega Puspita. 2013. Analisis Pengaruh Kepuasan terhadap Loyalitas Konsumen Restoran Gado-Gado Boplo Kelapa Gading, Jakarta Utara [skripsi]. Bogor: Fakultas Ekonomi dan Manajemen, Institut Pertanian Bogor, Bogor.
Harianto, David, dan Hartono Subagio. 2013. Analisa Pengaruh Kualitas Layanan, Brand Image, dan Atmosfer Terhadap Loyalitas Konsumen dengan Kepuasan Konsumen sebagai Variabel Intervening Konsumen Kedai Deja-Vu Surabaya. Jurnal Manajemen Pemasaran, 1(1): 1-8.
Hasan A. 2013. Marketing dan Kasus-Kasus Pilihan. Jakarta (ID): Center for Academic Publishing Service.
Hurriyati, Ratih. 2005. Bauran Pemasaran dan Loyalitas Konsumen. Bandung (ID): CV.Alfabeta.
Irawan, Deny, dan Edwin Japarianto. 2013. Analisa Pengaruh Kualitas Produk Terhadap Loyalitas Melalui Kepuasan Sebagai Variabel Intervening Pada Pelanggan Por Kee Surabaya. Jurnal Manajemen Pemasaran, 1(2): 1-8.
Istianto, John Hendra, Maria Josephine Tyra. 2011. Analisis Pengaruh Kualitas Layanan Terhadap Kepuasan Pelanggan Rumah Makan Ketty Resto. Jurnal Ekonomi dan Informasi Akuntansi, 3: 275-293.
Kotler P, Keller KL. 1997. Manajemen Pemasaran Edisi 13 Jilid 1. Diterjemahkan oleh: Bob Sabran. Jakarta (ID): Erlangga
Mangkunegara, AA Anwar Prabu. 2002. Perilaku Konsumen. Bandung (ID): PT Refika Aditama.
Ryu, Kisang, Heesup Han. 2011. New or Repeat Customers: How Does Physical Environment Influences Their Restaurant Experience?. International Journal of Hospitality Management, 30: 599-611.
Schiffman, Leon, Kanuk Leslie Lazar. 2008. Perilaku Konsumen Edisi Ketujuh. Jakarta (ID): PT Index Group.
Sumarwan, Ujang. 2002. Perilaku Konsumen. Bogor (ID): Ghalia Indonesia.
Tan, Qing qing, Ade Oriade, dan Paul Fallon. 2014. Service Quality and Customer Satisfaction In Chinese Fast Food Sector: A Proposal For CFFSERV. Avances in Hospitality and Tourism Research, 2: 30-53.