Analisis kepuasan dan positioning konsumen restaurant fast food dengan menggunakan importance performance analysis dan biplot

Setiawan, Athasya Permata Putri (2022) Analisis kepuasan dan positioning konsumen restaurant fast food dengan menggunakan importance performance analysis dan biplot. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Memiliki waktu yang singkat menuntut setiap orang untuk menggunakan waktu sebaik mungkin, salah satunya dengan membeli produk fast food. Cita rasa dan harga produk pada setiap restoran fast food memiliki keunggulan tersendiri, salah satunya adalah KFC dan McD. Untuk mengetahui tingkat kepuasan dan positioning KFC dan McD, dilakukan analisis berdasarkan dimensi kualitas pelayanan yang dapat dilihat dari lima dimensi, yaitu tangible, reliability, responsiveness, assurance, dan empathy. Analisis dilakukan menggunakan metode Importance Performance Analysis (IPA) dan Biplot. IPA merupakan metode analisis untuk melihat kualitas pelayanan dengan menggunakan analisis kuadran, sedangkan metode Biplot merupakan analisis yang mampu menyederhanakan informasi dari beberapa variabel ke dalam bentuk grafik. Hasil penelitian menunjukkan bahwa konsumen fast food paling banyak adalah perempuan dengan rata-rata usia 30 tahun dan mayoritas memiliki pendidikan terakhir SMA atau sederajat. Frekuensi kunjungan konsumen fast food dalam sebulan paling banyak kurang dari 3 kali, sedangkan pengeluaran untuk membeli produk fast food paling banyak kurang dari Rp250.000, dengan jenis produk yang paling banyak dibeli adalah ayam Kentucky. Analisis IPA pada KFC menunjukkan adanya variabel tangible dan responsiveness yang perlu ditingkatkan, khususnya jumlah program promosi, variasi menu yang ditawarkan, dan kecepatan pelayanan bagi konsumen. Sementara itu, McD perlu meningkatkan kelima dimensi kualitas pelayanan, yaitu tangible, reliability, responsiveness, assurance, dan empathy. Analisis positioning menggunakan Biplot antara KFC dan McD berdasarkan persepsi konsumen menunjukkan adanya perbedaan yang melekat, di mana KFC dan McD memiliki ciri khas yang berbeda pada variabel tangible, reliability, responsiveness, assurance, dan empathy.
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Having limited time requires everyone to make the best use of their time, one of which is by purchasing fast food products. The taste and price of products at each fast food restaurant have their own advantages; two examples are KFC and McD. To determine the level of satisfaction and positioning of KFC and McD, an analysis was conducted based on five dimensions of service quality, namely tangible, reliability, responsiveness, assurance, and empathy. The analysis was conducted using the Importance Performance Analysis (IPA) and Biplot methods. IPA is an analytical method used to evaluate service quality through quadrant analysis, while the Biplot method is an analysis that can simplify information from several variables into a graphical representation. The results showed that the majority of fast food consumers were women, with an average age of 30 years, and most had a high school education or equivalent. The frequency of visits to fast food restaurants was most commonly less than three times per month, while the most common expenditure on fast food products was less than 250,000, with fried chicken being the most frequently purchased product. The IPA analysis of KFC showed that the tangible and responsiveness variables needed improvement, particularly in terms of the number of promotional programs, the variety of menus offered, and the speed of service for consumers. Meanwhile, McD needs to improve all five dimensions of service quality, namely tangible, reliability, responsiveness, assurance, and empathy. Positioning analysis using a Biplot of KFC and McD based on consumers' perceptions showed distinct differences between the two brands, with KFC and McD having different characteristics across the tangible, reliability, responsiveness, assurance, and empathy dimensions.

Item Type:	Thesis (Other)
Additional Information:	519.536 Set a-1
Uncontrolled Keywords:	Restaurant Fast Food, Tingkat Kepuasan, Positioning, DimensiKualiras Pelayanan, metodeImportance Performance Analysis (IPA), danBiplot, Restaurant Fast Food, Satisfaction Level, Positioning, Service Dimensions, Importance Performance Analysis (IPA) method, and Biplot
Subjects:	Q Science > QA Mathematics > QA278.2 Regression Analysis. Logistic regression
Divisions:	Faculty of Vocational > 49501-Business Statistics
Depositing User:	magang .
Date Deposited:	06 Oct 2026 03:32
Last Modified:	06 Oct 2026 03:32
URI:	http://repository.its.ac.id/id/eprint/145305

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