Analisis Faktor-Faktor Yang Mempengaruhi Kepuasan Konsumen Pininta Coffee Pematangsiantar

Abstract

Penelitian ini bertujuan untuk menganalisis faktor yang mempengaruhi kepuasan konsumen Pininta Coffee Pematangsiantar. Unit analisis pada penelitian ini adalah 70 konsumen sebagai sampel. Analisis dilakukan dengan analisis kualitatif. Hasil penelitian menunjukkan bahwa faktor yang mempengaruhi kepuasan konsumen adalah pelayanan karyawan, harga, promosi, produk, dan suasana. Penelitian ini memperoleh temuan, yakni dimensi kepuasan konsumen tertinggi pada produk dengan indikator kemudahan memperoleh produk. Dimensi terendah pada dimensi pelayanan dengan indikator sikap ramah karyawan. Kata kunci: analisis, kepuasan, dan konsumen

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