ANALISIS PROSES PENGAMBILAN KEPUTUSAN PEMBELIAN DAN KEPUASAN KONSUMEN TERHADAP MINUMAN TEH SIAP MINUM (READY TO DRINK) MEREK TEH BOTOL SOSRO DI SURAKARTA

Abstract

ABSTRACT: this Study aims to determine consumer satisfaction and provide recommendations for strategies to increase the satisfaction of consumers towards Teh Botol Sosro. The basic method used in this research is descriptive method with the technique of distributing the questionnaire through google form. Determining the location of the research done intentionally (purposive sampling) that the City of Surakarta. The method of the determination of the respondent is with accidental sampling with the number of respondents is 100 respondents. Data collection techniques carried out with the online questionnaire to the respondents and recording. Data analysis used is descriptive Analysis, Customer Satisfaction Index (CSI), and Importance Performance Analysis (IPA). The results of the calculation of the Customer Satisfaction Index (CSI) of the overall consumer feel very satisfied with the performance of Teh Botol Sosro with the value of the index of 83,33%. The recommended strategy on the Sinar Sosro is the Sinar Sosro can maintain the attributes that have been satisfying consumers, i.e. an affordable price, the suitability of the prices with the quality, packaging to protect the product, packaging to facilitate storage, the availability of the expiration date, the guarantee of halal and permission of the Department of Health, information on the composition of the product, availability/easily obtainable, the product give satisfaction, and the practicality of the product.

Keywords: Customer satisfaction, Customer Satisfaction Index, Importance Performance Analysis, Teh Botol Sosro