ANALISIS CUSTOMER EXPERIENCE MENGGUNAKAN CUSTOMER JOURNEY MAPPING PADA BAYAM CRACKERS

Daffa Arga Syaifinnuha, - (2025) ANALISIS CUSTOMER EXPERIENCE MENGGUNAKAN CUSTOMER JOURNEY MAPPING PADA BAYAM CRACKERS. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Pertumbuhan UMKM di Indonesia membuka peluang besar bagi bisnis berbasis produk lokal, namun tantangan dalam memenuhi ekspektasi pelanggan masih sering ditemui. Salah satu contohnya adalah Bayam Crackers, yang mengalami kendala dalam mengoptimalkan pengalaman pelanggan, khususnya pada platform Shopee. Penelitian ini bertujuan untuk menganalisis pengalaman pelanggan Bayam Crackers menggunakan metode Customer Journey Mapping (CJM) guna mengidentifikasi permasalahan di setiap tahap perjalanan pelanggan. Penelitian ini menggunakan pendekatan Mixed Methods dengan desain Exploratory Sequential, dimulai dengan metode kualitatif melalui wawancara dan observasi, yang kemudian dilanjutkan dengan survei kuantitatif berbasis skala Likert dan dianalisis secara deskriptif. Hasil penelitian menunjukkan adanya hambatan pada aspek harga, kemasan, rasa produk, serta rendahnya retensi pelanggan pasca pembelian. Berdasarkan temuan tersebut, disimpulkan bahwa inovasi dalam pengembangan produk serta perbaikan layanan pada setiap tahap perjalanan pelanggan menjadi strategi penting untuk meningkatkan pengalaman dan loyalitas pelanggan Bayam Crackers The growth of MSMEs in Indonesia presents significant opportunities for businesses based on local products; however, challenges in meeting customer expectations are still frequently encountered. One such case is Bayam Crackers, which faces difficulties in optimizing customer experience, particularly on the Shopee platform. This study aims to analyze the customer experience of Bayam Crackers using the Customer Journey Mapping (CJM) method to identify problems at each stage of the customer journey. A Mixed Methods approach with an Exploratory Sequential design was applied, starting with qualitative methods through interviews and observations, followed by quantitative surveys using a Likert scale and descriptive statistical analysis. The findings reveal barriers related to product pricing, packaging, taste, and low customer retention after purchase. Based on these findings, it is concluded that innovation in product development and service improvement at each stage of the customer journey are essential strategies to enhance customer experience and foster loyalty for Bayam Crackers.

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Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing: Ismail Yusup: 6146933 Nizza Nadya Rachmani: 6746169
Uncontrolled Keywords:	Pengalaman Pelanggan, Customer Journey Mapping, Bayam Crackers, Customer Experience, Mixed Methods, Exploratory Sequential. Customer Experience, Customer Journey Mapping, Bayam Crackers, Customer Journey, Mixed Methods, Exploratory Sequential.
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Kewirusahaan
Depositing User:	Kampus Daerah UPI Tasikmalaya
Date Deposited:	05 Jun 2025 02:20
Last Modified:	05 Jun 2025 06:38
URI:	http://repository.upi.edu/id/eprint/133561

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