Analisis Minat Konsumen Muslim terhadap Penggunaan Jasa Tracking Berbasis Syariah Berdasarkan Metode IPA dan CSI

Sabila Azzahra, Popon Srisusilawati, Muhammad Andri Ibrahim

Abstract


Abstract. A good marketing strategy in the digital era is very important, periodic evaluations of the strategies adopted by the company are very necessary to meet every customer's desires and needs, insights and thoughts that start to open up making consumers think more broadly in every use of the services or products used , then came the class where the type of Muslim consumers.

Services that are not optimal will have the impact of reduced interest in usage. It is necessary to evaluate the marketing strategy used through the Importance and Performance Analysis and Customer Satification Index methods by looking at relationships with Muslim consumer types. The research was conducted on 100 respondents of SiCepat Express Cibeunying Kaler consumers. From the calculation of the Customer Satification Index can be seen if the value of satisfaction is at 92% which means that in general have been satisfied with the services provided. But according to the Importance Performance Analysis the level of conformity is at 90.8% and the improvement shown in the Cartesian diagram quadrant 1 is in attribute numbers 5,7,8,14,15, and 21.

The types of Muslim consumers who use Apathist are 25%, the type of Muslim consumers is Rationalist 54%, the type of Muslim consumers who are conformist are 12%, and the type of Muslim consumers who are Universalist are 9%.

Keywords: Service quality, marketing strategy applications, importance performance analysis (IPA), Customer Satisfication (CSI), Muslim consumer type 

Abstrak. Strategi marketing yang baik di era digital saat ini sangatlah penting, evaluasi berkala terhadap strategi yang diterapkan perusahaan sangatlah perlu dilakukan untuk memenuhi setiap keinginkan dan kebutuhan konsumen, wawasan dan pemikiran yang mulai terbuka membuat konsumen menjadi berfikir lebih luas dalam setiap penggunaan jasa atau produk yang digunakan, maka munculah kelas dimana tipe konsumen muslim.  

Pelayanan yang tidak maksimal akan memberikan dampak berkurangnya minat terhadap penggunaan. Maka diperlukan evaluasi terhadap strategi marketing yang digunakan melalui metode Importance and Performance Analysis dan Customer Satification Index dengan melihat hubungan dengan tipe konsumen muslim. Peneltian dilakukan terhadap 100 responden konsumen SiCepat Expres Cibeunying Kaler. Dari hasil perhitungan Customer Satification Index dapat dilihat jika nilai kepuasan berada pada 92% yang berarti secara umum telah puas terhadap pelayanan yang diberikan. Tetapi meurut Importance Performance Analysis tingkat kesesuaian berada pada 90,8% dan perbaikan yang ditunjukan pada diagram kartesius kuadran 1 ada pada nomor atribut 5,7,8,14,15, dan 21.

Tipe konsumen muslim yang mengunakan ini yang bersifat Apathist berjumlah 25%, tipe konsumen muslim bersifat Rationalist 54%, tipe konsumen muslim yang bersifat Conformist sebanyak 12%, dan tipe konsumen muslim yang bersifat Universalist sebanyak 9%.

Kata Kunci: Kualitas pelayanan, aplikasi strategi marketing, importance perfoemance analysis (IPA), Customer Satisfication (CSI), Tipe konsumen muslim


Keywords


Kualitas pelayanan, strategi marketing, importance perfoemance

Full Text:

PDF

References


Alma Buchari. “Manajemen Pemasaran Jasa Edisi Revisi.†Bandung: CV.Alfabeta, 2007.

Brand, Lattu, and Everett. Quadrant Analysis Burns. New York: Leadership, 1986.

Fatimah, Mita. “Evaluasi Strategi Bauran Pemasaran Di Agrowisata Amanah Karangpandan, Kabupaten Karanganyar Dengan Metode Importance Performance Analysis (Ipa) Dan Customer Satisfaction Index (Csi).†Jurnal Agrista 6, No. 3 (September 30, 2018). Https://Jurnal.Uns.Ac.Id/Agrista/Article/View/31114.

Ikhsan Bayanuloh. Marketing Syariah. Yogyakarta: Deepublish, 2019.

Irawan. Membedah Stategi Kepuasan Pelanggan Merek Pemenang Icsa. Jakarta: Pt Elex Media Komputindo, N.D.

Kottler, Phillip, and Garry Amstrong. “Prinsip-Prinsip Pemasaran.†Jakarta: Erlangga, 2008.

Madyani, Dewi, Iryan Ali Herdiansyah, and Ikhwan Alim. Marketing To The Middle Class Muslim. Jakarta: PT.Gramedia Pusaka Utama, 2014.

Martila, and James. “Impotance Performance Analysis,Journal of Marketing,†n.d.

Warta Ekonomi. “Pertumbuhan E-Commerce Pesat di Indonesia,†February 19, 2019. https://www.wartaekonomi.co.id/read216302/pertumbuhan-e-commerce-pesat-di-indonesia.

Rosa, Erlida, and Paidi Hidayat. “ANALISIS TINGKAT KEPUASAN NASABAH TERHADAP PELAYANAN BANK MANDIRI CABANG ZAINUL ARIFIN MEDAN.†Jurnal Ekonomi dan Bisnis, no. 1 (2013): 10.

“SiCepat Ekspres.†In Wikipedia bahasa Indonesia, ensiklopedia bebas, December 20, 2019. https://id.wikipedia.org/w/index.php?title=SiCepat_Ekspres&oldid=16337753.

“SiCepat Ekspres Hadirkan Program SiCepat Syariah - BeritaSatu.Com.†Accessed April 6, 2020. https://www.beritasatu.com/ekonomi/479709-sicepat-ekspres-hadirkan-program-sicepat-syariah.

Sugiyono. Metode Penelitian Kuantitatif Kualitatif Dan R&D. Bandung: Alphabeta, 2007.




DOI: http://dx.doi.org/10.29313/syariah.v6i2.22037

Flag Counter    

  • rp888
  • mawartoto
  • slot gacor
  • kembangtoto
  • Slot Thailand
  • slot gacor
  • slot gacor
  • Slot Gacor
  • judi bola 365
  • toto slot
  • jawabarat4d
  • slot thailand
  • rp888
  • judi bola
  • Slot Thailand
  • RP888
  • Slot Gacor
  • RP888
  • edmtogel
  • RP888
  • Slot Gacor
  • Slot77
  • Slot Gacor
  • Slot Gacor
  • RP888
  • Slot Gacor
  • RP888
  • RP888
  • Slot Gacor
  • Slot Garansi
  • Slot Gacor
  • RP8888
  • RP8888
  • Slot88
  • RP888
  • RP8888
  • Togel Singapore
  • slot gacor
  • Slot Thailand
  • Agen SBOBET
  • JAWABARAT4D
  • RP8888
  • RP8888
  • HubToto
  • win168
  • slot bonus 100
  • slot gacor 2024
  • slot gacor 2024
  • slot gacor
  • slot gacor
  • slot gacor
  • win168win
  • win168
  • slot gacor
  • win168
  • win168
  • win168