Kepuasan konsumen dalam membeli buah segar di toko buah "Frutamart" Ambarketawang Kecamatan Gamping Kabupaten Sleman

This research aims to describe consumer profiles and
analyze consumer satisfaction in buying fruit in the fruit shop "Frutamart"
Amberketawang District of Sleman Regency. The determination of the location of
this research is done purposive sampling, with the consideration that the fruit
shop "Frutamart" sell a variety of fresh fruit consistently even though there are
competitors not far from the sales location. Sampling techniques using accidental
sampling, respondents were taken amounting to 100 people. Data collection
techniques use questionnaires, then analyzed with descriptive, and achievement of
satisfaction score. The results of the research known to consumers who buy fresh
fruit at the fruit shop "Frutamart" is dominated by women, early adulthood,
married status, high school education/equivalent, housewife work, and income in
the group is enough. Consumers shop "Frutamart" fruit more buy oranges and
buy more often dragon fruit. In the afternoon, at 15:01-18:00 is a consumer time
that is widely used to buy fruit. Consumers feel satisfied in buying fresh fruit at
the "Frutmart" fruit shop seen from product indicators, price, service, promotion,
and place. Highest satisfaction lies in the lowest price and satisfaction indicators
on the service indicator.