ANALISIS PREFERENSI KONSUMEN TERHADAP USAHA RUMAH MAKAN AYAM BAKAR MADAMBA DI BIROMARU

Annisa Anggraini Putri (O 121 16 218). Analysis of Consumer Preferences on the Madamba Grilled Chicken Restaurant in Biromaru. (Under the guidance of Haerani Maksum)
This study aims to determine the factors that become consumer preferences when consuming madamba grilled chicken and see the value of the consumer satisfaction index for the madamba grilled chicken restaurant. This research was conducted on the consumers of the Madamba grilled chicken restaurant who had consumed grilled chicken more than 3 times.
This research is a descriptive research that is a type of research
which describes or explains about the phenomenon or circumstances and conditions of satisfaction and consumer interests. The method used in this study was a survey method with a total sample of 37 respondents at Madamba grilled chicken restaurant. The data analysis used was the Cochran Q Test, validity test and the Customer Satisfaction Index (CSI).
Based on the results of research on the analysis of consumer preferences for the Madamba grilled chicken restaurant business in Biromaru, several conclusions can be drawn, namely, the most dominant factors that are identified as consumer preferences are six, namely cleanliness of the place, service friendliness, halalness, taste, product cleanliness, and food presentation. The satisfaction index value in this study is 77%, so that consumers are in the satisfied category of the Madamba grilled chicken restaurant in Biromaru.