Analisis Kepuasan Dan Positioning Konsumen Restaurant Fast Food dengan Menggunakan Importance Performance Analysis Dan Biplot

Abstract

Cita rasa dan harga produk setiap restaurant fast food memiliki keunggulan tersendiri, salah satu contohnya adalah KFC dan McD. Untuk mengetahui tingkat kepuasan dan positioning KFC dan McD maka akan dilakukan analisis dengan dimensi kualitas pelayanan yang dapat dilihat dari lima dimensi, yaitu tangible, reliability, responsiveness, assurance dn empathy. Hasil analisis IPA pada KFC menunjukkan adanya 3 indikator variabel tangible dan responsiveness yang perlu ditingkatkan. Sedangkan pada McD perlu meningkatkan ke-5 dimensi kualitas pelayanan yaitu variabel tangible, reliability, responsiveness, assurance dan empathy. Analisis Positioning menggunakan biplot antara KFC dan McD menurut benak konsumen menunjukkan perbedan yang melekat, KFC dan McD memiliki ciri khas yang berbedapada variabel tangible, reliability, responsiveness, assurance dan empathy.

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