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Taufik Setiawan
Universitas Riau
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Environmental Science

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ANALYSIS OF THE SERVICES MARKETING MIX OF GOFOOD IN PEKANBARU CITY USING IMPORTANCE PERFORMANCE ANALYSIS METHOD Taufik Setiawan; Fajar Restuhadi; Deby Kurnia
Indonesian Journal of Agricultural Economics Vol 12, No 2 (2021)
Publisher : Fakultas Pertanian, Universitas Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31258/ijae.12.2.220-237

Abstract

 The marketing mix is important for companies in running their business, including for gofood services. Consumers have expectations of the performance that will be obtained from the company's services. This study aims to analyze the characteristics of gofood consumers in Pekanbaru City and identify aspects of the service marketing mix with the best performance. This research is a survey research with descriptive analysis and Importance Performance Analysis. The results showed that most of the gofood consumers in Pekanbaru City were groups of people who often shopped impulsively, were at an age with a high level of innovation adoption, spread across every sub-district, did not have many dependents, often used social media, had high school education, and low income/still the responsibility of parents. Furthermore, the place aspect becomes the most dominant aspect in the marketing mix.
ANALYSIS OF CUSTOMER SATISFACTION ON THE MARKETING MIX OF GOFOOD SERVICES IN PEKANBARU CITY Deby Kurnia; Taufik Setiawan
Indonesian Journal of Agricultural Economics Vol 13, No 2 (2022)
Publisher : Fakultas Pertanian, Universitas Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31258/ijae.13.2.162-175

Abstract

Competition between service providers is getting stronger, demanding the availability of appropriate service marketing mix strategies that must be adapted to the characteristics and tastes of various people. This study aims to examine the marketing mix implemented by Gofood in Pekanbaru City and its impact on the level of consumer satisfaction. The research method used is survey research using a non-probability sampling technique, which then uses the Customer Satisfaction Index (CSI) to analyze the level of consumer satisfaction with Gofood's service marketing mix in Pekanbaru City. Based on calculations, the acquisition of the CSI value from the marketing mix of Gofood services is 0.81, which means consumers are very satisfied with the performance of the marketing mix of Gofood services. Gofood services are expected to be able to maintain their achievements on attributes whose performance is considered good by consumers so that they can maintain consumer loyalty to Gofood services. Some of the main attributes are outlet completeness, complaint service, important information display design, easy-to-understand information display design, widespread information on promotional activities, easy-to-understand promotional messages, attractive promotions, easily accessible services, and easy-to-obtain services
Co-Authors Fajar Restuhadi Kurnia, Deby