SIKAP DAN KEPUASAN KONSUMEN RUMAH MAKAN AYAM PENYET HANG DIHI BANDAR LAMPUNG

Abstract

The aims of this research are to analyze: customer’s characteristics, attitudes and satisfactions, and its correlation on the total of monthly customers’ purchase.  The research location was determined purposively.  The number of interviewed respondents was 60.  Data were analyzed descriptively and by Multiatribute Fishbein, Customer Satisfaction Index (CSI) and Importance Performance Analysis (IPA), Pearson and rank Spearman correlation analysis.  The research results showed that the customers of Hang Dihi restaurant were women, 16-25 years old, mostly college students followed by graduates with income or allowance of Rp1,000,000-Rp2,000,000 per month having 4-5 family members. They came to the restaurant location from 3-5 km distance, and purchased pressed fried chicken as much as Rp22,000–Rp31,000 per month. The value of customers’ attitude was 11.82 meaning that customers had positive attitudes. The CSI value was 72 percent; it meant that customers were satisfied overall. Based on IPA, the customers evaluated that hygiene, variations of menu, and cleanness of place were needed to be improved. There was correlation between the total purchase of pressed fried chicken at Hang Dihi and customers characteristics i.e. gender, education, job, income, and attitude and satisfaction.

Key words: attitude, CSI, IPA, pressed fried chicken, and satisfaction