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Studi Pengendalian Mutu Sushi Tei di Yogyakarta

Cahyaningtyas Harley Lianita and Shilvy Cahyani Putri

No zmqy9, OSF Preprints from Center for Open Science

Abstract: Sushi Tei Restaurant is one of the restaurants that offers a Japanese menu with sushi main menu at relatively affordable prices by students and students. The purpose of this research is to analyze consumer purchasing decision process, consumer satisfaction level, and consumer loyalty that will give implication to marketing mix from Sushi Tei Restaurant. The method used in this research is descriptive analysis method, Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA), and pyramid of loyalty. Location Sushi Tei Restaurant located on Jalan Gejayan No 9, Caturtunggal, Depok, Sleman, Yogyakarta. Consumer characteristics of Sushi Tei Restaurant with majority of female originated or domiciled in Yogyakarta with age 17-30 years old and work as student, freshly educated senior high school, and have income / monthly allowance of Rp 1,000,000 up to Rp 2,000,000. At the stage of purchase decision (planned purchase, influencing source is a friend, day visit on weekdays, and time of visit is at night), and post purchase decision (consumers feel satisfied and it affects consumers to visit again). The value of the Costumer Satisfaction Index (CSI) is 72 percent. Consumers are satisfied with restaurant products.

Date: 2018-04-09
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DOI: 10.31219/

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