Analisis Kepuasan Konsumen Terhadap Pemasaran Online Cake Pisang Lampung Banana Foster Melalui E-Commerce Pada Masa Pandemi Covid-19 Cabang Bandar Lampung
DOI:
https://doi.org/10.25181/jofsa.v7i1.2530Keywords:
Banana Foster, CSI, e-commerce, IPAAbstract
The research aims to analyze the type of e-commerce, consumer satisfaction levels, and e-services performance used in the online marketing of banana foster banana cake. The research was done using a survey method on three banana foster lampung outlets in lampung town. There were 76 respondents who were selected through purposive sampling. Data collection took place in April - May 2021. Analysis methods used descriptive analysis, Customer satisfaction Index (CSI) analysis, and importance performance analysis (IPA). Research result shows that the media e-commerce, which banana foster often used for marketing and accessing information, is instagram because of good photo quality has its charm to display, the more obvious and uptodate information,, while for sending deliveries using gosend and grabexpress services. CSI score obtained was 86.87 % which means the consumer is very satisfied with online marketing through e-commerce. According to IPA analysis, banana foster has to improve the attribute for giving a faster response to consumer questions and helping customers who have difficulty doing online transactions.Downloads
References
Arikunto, S. 2010. Prosedur Penelitian Suatu Pendekatan Praktik. Jakarta. Rineka Cipta.
Aritonang, L.R. 2005. Kepuasan Konsumen. Gramedia. Jakarta
Badan Pusat Statistik. 2020. Produksi Buah-buahan Menurut Provinsi (Ton) 2020.
https://www.bps.go.id/indicator/55/62/1/produksi-tanaman-buah-buahan.html. [25 November 2020].
Badan Pusat Statistik. 2020. Tinjauan Big Data Terhadap Dampak Covid-19
https://www.bps.go.id/publication/2020/06/01/effd7bb05be2884fa460f160/tinjauan-big-data-terhadap-dampak-covid-19-2020.html. [29 Januari 2021]
Balai Pengkajian Teknologi Pertanian (BPTP) Lampung. 2010. Teknologi Budidaya Pisang. Badan Penelitian dan Pengembangan Pertanian. Kementerian Pertanian.
Basri, B.I. 2017. Analisis Sikap Dan Kepuasan Konsumen Produk Kue Makuta Bandung (Skripsi). Universitas Padjadjaran. Bandung [9 Oktober 2021].
Muhaimin, A. 2010. Perilaku Konsumen dalam Pembelian Teh Rosella Merah di Kota Malang. Jurnal Agritek, 18(2)
Nissa. 2013. Analisis Proses Keputusan Pembelian Dan Kepuasan Konsumen Produk Bolu Kukus Siliwangi. Skripsi. Institut Pertanian Bogor. Bogor [9 Oktober 2021].
Prabawati, S., Suyanti dan Setyabudi, D.A. 2008. Teknologi Pascapanen dan Pengolahan Buah Pisang. Balai Besar Penelitian dan Pengembangan Pascapanen Pertanian. Dalam seminar Badan Litbang Pertanian. Departemen Pertanian, Bogor.
Riduwan. 2010. Skala Pengukuran Variabel-Variabel Penelitian. Bandung. Alfabeta.
Supranto. 2006. Mengukur Tingkat Kepuasan Konsumen atau Konsumen. Jakarta. Rineka Cipta.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Journal of Food System and Agribusiness
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
With the receipt of the article by the Journal of Food System and Agribusiness Editorial Board and the decision to be published, then the copyright regarding the article will be diverted to the Journal of Food System and Agribusiness.
Politeknik Negeri Lampung as the publisher of the Journal of Food System and Agribusiness holds the copyright regarding all the published articles in this journal.
Politeknik Negeri Lampung has the right to multiply and distribute the article and every author is not allowed to publish the same article that was published in this journal.
The manuscript authenticity and copyright statement submission can be downloaded ON THIS FORM. Fill out the form and submit as a supplementary file.
All publications by Journal of Food System and Agribusiness is licensed under a Creative Commons Attribution Non-Commercial 4.0 International License.
