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Es Teler 77” Cabang Solo Grand Mall Surakarta

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Es Teler 77” Cabang Solo Grand Mall Surakarta ANALISIS KEPUASAN KONSUMEN “ES TELER 77” CABANG SOLO GRAND MALL SURAKARTA TUGAS AKHIR Diajukan untuk melengkapi tugas-tugas dan memenuhi syarat-syarat guna Memperoleh Gelar Ahli Madya Manajemen Pemasaran Disusun Oleh : RIZKY SEPTIAN HERI NIM : F3209092 PROGRAM STUDI DIPLOMA III MANAJEMEN PEMASARAN FAKULTAS EKONOMI UNIVERSITAS SEBELAS MARET SURAKARTA 2013 ABSTRAK Analisis Kepuasan Konsumen Es Teller 77 Cabang Solo Grand Mall Surakarta Rizky Septian Heri (F3209092) Solo Grand Mall (SGM) sebagai mall yang berdiri paling awal tentunya sudah mempunyai pengalaman yang lebih dalam hal pelayanan serta mengetahui bagaimana gaya hidup masyarakat kota solo dan sekitar. Salah satu upaya untuk meningkatkan kepuasan pengunjungnya Solo Grand Mall menyediakan lantai III khusus untuk hiburan, kuliner (food court) dan permainan. Salah restaurant yang menggunakan gerai di Solo Grand Mall adalah Es Teler 77, hadirnya Es Teler menunjukkan Solo Grand Mall dipercayai oleh restauran-restauran yang telah memiliki nama besar. Hal ini akan semakin meningkat citra dari Solo Grand Mall. Es Teler 77 cabang Solo Grand Mall walaupun sudah berusaha memenuhi standar pelayanan yang baik, tetapi pada kenyataan jumlah pengunjung mengalami turun naik. Data yang dikumpulkan kegiatan magang yang dilakukan di Solo Grand Mall spesifik pada Es Teler 77. Pengukuran kepuasan konsumen Es Teler 77 Cabang Solo Grand Mall menggunakan kuesioner. Hasil dari penelitian menunjukkan Kepuasan dinilai dari variabel- variabel yang diteliti berdasarkan strategi bauran pemasaran ini disusun dan dikelompokan berdasarkan urutan-urutan contact point. Contact point pertama adalah tingkat kepuasan masuk ke Es Teler 77 (TKM) yang terdiri dari kelompok place (TKM 1, kepuasan terhadap lokasi dan TKM 2, kepuasan terhadap kepuasan menjangkau lokasi) dan people (TKM 3, sambutan saat pertama kali dari pramusaji) pada bauran pemasaran, contact point kedua adalah tingkat kepuasan pemesanan (TKP) yang tediri dari kelompok process (TKP 1, kepuasan terhadap sistem pemesanan makanan dan TKP 4, kepuasan terhadap kepuasan pesan), physical evidance (TKP 2, kepuasan terhadap info menu yang tersedia) dan people (TKP 3, penjelasan pramusaji selama proses makan/minum) pada kelompok bauran pemasaran, contact point ketiga tingkat kepuasan menikmati/konsumsi (TKK) yang terdiri dari kelompok product (TKK 1, kepuasan terhadap kepuasan makanan/minuman yang dipesan dan TKK 2, kepuasan terhadap suasana lokasi Restauran) dan pysical evidance (TKK 3, kepuasan terhadap kualitas kursi/meja dan lain-lain sewaktu menikmati makan/minum) pada kelompok bauran pemasaran, contact point keempat adalah tingkat kepuasan pada saat pembayaran (TKB) yang terdiri dari process (TKB 1, kepuasan dalam proses pembayaran), price (TKB 2, kepuasan terhadap harga) and people (TKB 3, kepuasan terhadap pelayanan pramusaji.kasir sewaktu proses pembayaran) pada kelompok bauran pemasaran. Hasil penelitian menunjukkan rata-rata responden menyatakan cukup puas terhadap semua variabel yang diukur. ii iii iv MOTTO Setiap Kemauan Pasti Akan ada hasil yang terbaik meskipun harus berusaha sesakit mungkin. Belajar Memahami apa arti hidup bukan belajari memahami egoisasi diri. Hidup di dunia tiada kata terlambat, semuanya akan lebih baik bila mau untuk bergerak dan membiasakan untuk bertanggung jawab. From success to failure is one step, from failure to success is a long road Dari sukses menuju kegagalan hanya selangkah, sedangkan kesuksesan adalah jalan yang panjang ) Jangan pernah salahkan apa yang kamu sudah lakukan, tapi salahkan pada kenekatanmu. Meskipun terkadang itu menjadikan pengalaman dan ilmu yang berharga untuk menjadi lebih baik. v PERSEMBAHAN Hasil karya ini aku persembahkan kepada : Kepada Bapak dan Ibuku tercinta yang dengan tulus ikhlas memberikan dukungan moral dan material serta kasih sayangnya yang tidak akan pernah pupus sampai kapanpun. Kedua adikku sekandung yang selalu menyayangiku Danudya, Anisa, terima kasih atas suportnya yang tidak pernah ada habisnya. Anggreni Risa Arum Sari yang selalu memberiku semangat yang kelak akan menemani hari-hari dan berjuang bersama dalam merajut sketsa masa depan. Serta teman-teman seangkatan Manajemen Pemasaran tahun 2009 adik-adik tingkatku, dan sahabat – sahabatku Putri, Rio, Litta, Icha, Pamella, Alex dan semuanya yang tidak bisa aku persebutkan satu persatu yang selalu memberikan motivasi. vi KATA PENGANTAR Puji syukur saya panjatkan ke hadirat Allah SWT yang telah memberikan rahmat dan karunia-Nya sehingga saya dapat menyelesaikan tugas akhir dengan judul “Analisis Kepuasan Konsumen Es Teler 77 Cabang Solo Grand Mall Surakarta“. Tugas akhir ini disusun untuk memenuhi syarat untuk memperoleh gelar Ahli Madya Manajemen Pemasaran Fakultas Ekonomi Universitas Sebelas Maret Surakarta. Dengan segenap kerendahan dan ketulusan hati penulis mengucapkan banyak terima kasih kepada: 1. Bapak Dr. Wisnu Untoro, selaku Dekan Fakultas Ekonomi Sebelas Maret Surakarta. 2. Bapak Drs. Djoko Purwanto, M.B.A, selaku ketua jurusan program DIII Manajemen Pemasaran Fakultas Ekonomi Sebelas Maret Surakarta. 3. Dra. Soemarjati Tj. MM., selaku Dosen pembimbing yang telah berkenan membimbing penulis. 4. Bapak M. Juan Suam Toro, SE., MS.i, selaku Dosen pembimbing akademik yang berkenan membimbing selama masa perkuliahan di Fakultas Ekonomi Sebelas Maret Surakarta. 5. Ibu Chirstin selaku yang membantu memberikan kemudahan dalam magang di PT. Solo Grand Mall. 6. Team Manajemen Es Teler 77 Cabang Solo Grand Mall yang telah membantu dalam penelitian ini. 7. Para Dosen dan Staf karyawan Fakultas Ekonomi Universitas Sebelas Maret Surakarta. vii 8. Ibu dan Bapak tercinta yang telag membersihkan, mendidikku terimakasih atas semua kasih sayangmu dan doa yang tak pernah putus untukku. 9. Kedua adikku terimakasih untuk doa yang kalian berikan. 10. Semua pihak yang tidak bisa penulis sebutkan satu persatu yang telah banyak membantu demi kelancaran penulisan tugas akhir ini. Penulis menyadari tugas akhir ini masih jauh dari sempurna, dengan tangan terbuka penulis menerima segala kritik dan saran yang membangun. Akhirnya semoga tugas akhir ini dapat memberikan manfaat baik bagi penulis sendiri maupun bagi pembaca. Surakarta, 2013 Rizky Septian Heri viii DAFTAR ISI Halaman HALAMAN JUDUL ...................................................................................... i ABSTRAK ..................................................................................................... ii HALAMAN PERSETUJUAN ....................................................................... iii HALAMAN PENGESAHAN ........................................................................ iv HALAMAN MOTTO .................................................................................... v HALAMAN PERSEMBAHAN .................................................................... vi KATA PENGANTAR ................................................................................... vii DAFTAR ISI .................................................................................................. ix DAFTAR TABEL .......................................................................................... xi DAFTAR GAMBAR ..................................................................................... xii BAB I PENDAHULUAN A. Latar Belakang........................................................................ 1 B. Rumusan Masalah .................................................................. 11 C. Tujuan Penelitian .................................................................... 11 D. Manfaat Penelitian .................................................................. 12 E. Metode Penelitian ................................................................... 13 BAB II TINJAUAN PUSTAKA A. Landasan Teori ....................................................................... 20 1. Pemasaran dan Jasa .......................................................... 20 2. Proses keputusan Pembelian ........................................... 26 3. Faktor-faktor Membentuk Keputusan Pembelian ............ 33 4. Differensiasi Produk......................................................... 42 5. Konsep Kepuasan Pelanggan ........................................... 44 6. Mengukur Kepuasan Pelanggan ....................................... 46 B. Kerangka Pemikiran ............................................................... 49 BAB III PEMBAHASAN A. Gambaran Umum Perusahaan ................................................ 55 1. Sejarah Singkat Solo Grand Mall .................................... 55 2. Sejarah Singkat Es Teler 77 Cabang Solo Grand Mall ... 57 ix 3. Struktur Organisasi Es Teler 77 cabang Solo Grand Mall 58 4. Produk Es Teler 77 Cabang Solo Grand Mall ................. 61 B. Pelaksanaan Magang .............................................................. 67 C. Pembahasan ........................................................................... 68 BAB IV PENUTUP A. Kesimpulan ............................................................................. 100 B. Saran ....................................................................................... 103 DAFTAR PUSTAKA LAMPIRAN x DAFTAR TABEL Halaman Tabel 1.1 Rata-Rata Jumlah Pengunjung Es Teler 77 .............................. 10 Tabel 3.1 Distribusi Jenis Kelamin Konsumen Es Teler 77 ..................... 69 Tabel 3.2 Distribusi Usia Konsumen Es Teler 77 ..................................... 70 Tabel 3.3 Distribusi Pendidikan Terakhir Es Teler 77 ............................. 71
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