Project’s Detail

ANALISIS PREFERENSI KONSUMEN TERHADAP PRODUK KEBAB DURIAN (STUDI KASUS PADA OUTLET KEBAB ASIK BALIKPAPAN)

Abstrak (Abstracts)

This study aims to determine the level of consumer satisfaction of durian kebabs and to analyze the attributes of durian kebab products which are consumer preferences. Durian kebab is a creation of meat kebab which contains real durian flesh. The method used in this research was a quantitative descriptive analysis research survey method. Data were collected using direct interview techniques to respondents who bought durian kebab products using a questionnaire. Based on consumer characteristics of durian kebab buyers at Kebab Asik Balikpapan, the sample used was 71 respondents then processed using Microsoft Excel and analyzed using Likert Scale analysis techniques. From the results of this study obtained. The attributes observed in this study were performance, features, reliability, conformance, durability, serviceability, aesthetics, perception. The questionnaire that will be submitted is tested first using validity and reliability tests. From the results of this study, it is found that durian kebab products have begun to be attracted by consumers by several attributes that consumers were interested in. Attributes that were very influential in customer satisfaction were practicality models (94%), packaging design (84%), service (93%), taste (93%), aroma (87%), hygiene (93%), portion (92%) ), the suitability of quality on price (92%). Based on the discussion and data analysis that has been done, it can be concluded that the durian kebab had met the standards and expectations of consumers. Penelitian ini bertujuan untuk mengetahui bagaimana tingkat kepuasan konsumen kebab durian dan menganalisis atribut produk kebab durian yang menajdi preferensi konsumen. Kebab durian merupakan kreasi dari kebab daging yang berisian daging buah durian asli. Metode yang digunakan dalam penelitian ini adalah metode survei penelitian analisis deskripktif kuantitatif. Data dikumpulkan menggunkan teknik wawancara langsung terhadap responden yang membeli produk kebab durian dengan menggunkan kuisioner. Berdasarkan karakteristik konsumen pada pembeli kebab durian di Kebab Asik Balikpapan sampel yang digunakkan adalah 71 responden kemudian diolah menggunakan Microsoft Excel dan dianalisis menggunakan teknik analisisis Skala Likert. Dari hasil penelitian ini diperoleh.Atribut – atribut yang diamati pada penelitian ini adalah performance, feature, reliability, conformance, durability, serviceability, asthetics, perception. Kuisioner yang akan diajukan diuji terlebih dahulu menggunakan uji validitas dan reliabilitas Dari hasil penelitian ini diperoleh bahwa produk kebab durian sudah mulai di minati konsumen oleh beberapa atribut yang diminati konsumen. Atribut yang sangat berpengaruh dalam kepuasan konsumen yaitu model kepraktisan (94%), design kemasan (84%), pelayanan (93%), rasa (93%) ,aroma (87%), hygienitas (93%), porsi (92%), kesesuaian mutu pada harga (92%). Berdasarkan pembahasan dan analisis data yang telah dilakukan maka dapat disimpulkan bahwa kebab durian sudah memenuhi standar dan harapan konsumen.

Keyword : Kebab durian, Preferensi, Konsumen, Atribut produk

Nilai Properti

Penulis : TANTRI SYABINA, NIM : 942019023, Penerbit : Politeknik Negeri Balikpapan, Program Studi : TATA BOGA, Tahun : 2022, Bahasa : Indonesia, Jenis Penelitian : Tugas Akhir, Lokasi : Prepustakaan Poltekba,

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