Please use this identifier to cite or link to this item: https://repository.uksw.edu//handle/123456789/26750
Title: Kepuasan Konsumen terhadap Pembelian Produk Sayuran Secara Online di PO. Ellfaz Fruits & Vegetables
Other Titles: Customers Satisfactions on Online Purchase of Vegetables Product at PO. Ellfaz Fruits & Vegetables
Authors: Savitri, Febryanna
Keywords: Customer Satisfaction Index;Importance Performance Analysis;kepuasan konsumen;sayuran
Issue Date: 20-Sep-2022
Abstract: Tren berbelanja sayuran secara online menjadi alternatif bagi masyarakat dalam memenuhi kebutuhannya. Berkembangnya berbelanja sayuran secara online membuat konsumen dapat berbelanja secara lebih mudah kapanpun dan dimanapun mereka berada. Penelitian ini bertujuan untuk menganalisis tingkat kepuasan konsumen dalam berbelanja sayuran secara online dan menganalisis atribut-atribut produk sayuran yang dianggap penting oleh konsumen terhadap pembelian sayuran secara online di PO. Ellfaz Fruits & Vegetables. Penelitian ini dilakukan di PO. Ellfaz Fruits & Vegetables yang berlokasi di Desa Jimbaran Kecamatan Bandungan. Metode penelitian yang digunakan adalah penelitian deskriptif kuantitatif dengan teknik pengambilan sampel purposive sampling sebanyak 60 responden. Teknik analisis data yang digunakan adalah analisis Customer Satisfaction Index (CSI) dan metode Importance Performance Analysis (IPA). Penelitian ini menggunakan 10 atribut produk yakni keragaman, warna, kesegaran, tampilan, ukuran, kecepatan, keramahan, kemudahan, jaminan dan harga. Hasil dari penelitian ini menunjukkan Tingkat Kepuasan konsumen terhadap pembelian produk secara online sebesar 78,97%, yang menunjukkan secara keseluruhan konsumen merasa puas dengan atribut-atribut produk sayuan yang ada di PO. Ellfaz Fruits & Vegetables. Atribut produk sayuran yang menjadi prioritas utama (Kuadran I) adalah atribut kesegaran, atribut produk yang perlu dipertahankan (Kuadran II) adalah atribut keragaman, warna, keramahan dan kemudahan, atribut produk sayuran yang memiliki prioritas rendah (Kuadran III) adalah tampilan, jaminan dan ukuran, serta atribut produk sayuran yang berlebih (Kuadran IV) adalah atribut harga dan kecepatan.
The trend of shopping for vegetables online is an alternative for people to fulfill their needs. The development of online vegetable shopping has made it easier for consumers to shop whenever and wherever they are. This study aims to analyze the level of consumer satisfaction in shopping for vegetables online and analyze the attributes of vegetable products that are considered important by consumers towards purchasing vegetables online at PO. Ellfaz Fruits & Vegetables. This research was conducted in PO. Ellfaz Fruits & Vegetables which is located in Jimbaran Village, Bandungan District. The research method used is descriptive quantitative research with purposive sampling technique as many as 60 respondents. The data analysis technique used is the Customer Satisfaction Index (CSI) analysis and the Importance Performance Analysis (IPA) method. This study uses 10 product attributes, namely diversity, color, freshness, appearance, size, speed, friendliness, convenience, guarantee and price. The results of this study indicate that the level of consumer satisfaction with the purchase of vegetable products online is 78.97%, which shows that overall consumers are satisfied with the attributes of vegetable products in PO. Ellfaz Fruits & Vegetables. The attributes of vegetable products that are the main priority (Quadrant I) are freshness attributes, product attributes that need to be maintained (Quadrant II) are attributes of diversity, color, friendliness and convenience, attributes of vegetable products that have low priority (Quadrant III) are appearance, guarantee and size, as well as excessive vegetable product attributes (Quadrant IV) are price and speed attributes.
URI: https://repository.uksw.edu/handle/123456789/26750
Appears in Collections:T1 - Agribusiness

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