Ayuningtyas, Intan and Ekowati, Titik and Setiadi, Agus (2023) ANALYSIS OF CUSTOMER SATISFACTION IN PURCHASING BROILER MEAT AT GELAEL SUPERMARKET SEMARANG. Agromedia, 41 (2): 13. pp. 1-13. ISSN 2721-3080

Text Artikel_Intan Ayuningtyas.pdf Restricted to Repository staff only Download (355kB) | Request a copy

Abstract

Along with the increasing of population, broiler meat consumption in Indonesia is also increasing. People starts to realize the importance of having a healthy lifestyle after this pandemic season, hence modern market such as supermarket become one of the alternative choice to fulfil the daily needs. The right marketing mix provided by the company will bring satisfaction to consumers. This study aims to analyze the level of consumer satisfaction and to analyze the performance of Gelael Supermarket toward marketing mix attributes based on consumer expectations. This study conducted on July 11th – September 9th 2022 at Gelael Supermarket Ciputra and Sultan Agung branches. The amount of respondents on this study were 100 people. The variable used on this study is marketing mix 7P (people, price, place, promotion, people, process, and physical evidence). The analytical method used on this study are Customer Satisfaction Index (CSI) and Importance and Performance Analysis (IPA). Based on the result of this study, the level of consumer satisfaction for Gelael Supermarket Semarang were 83,65% which indicate that the customers are very satisfied. The attributes that can be maintained are color, cleanliness, and the packaging of the meat, accessibility, parking area, service attitude, waiter neatness, speed and accuracy, ability to handle complaints, layout, and building conditions. The attributes that are a priority to be improved were price compability and discounts.

Keywords: broiler meat; customer satisfaction; marketing mix; supermarket

Actions (login required)

View Item