Hubungan Efektivitas Komunikasi Interpersonal Layanan dengan Kepuasan Konsumen Produk Peternakan di Plaza Agro pada Mahasiswa Fakultas Peternakan Universitas Gadjah Mada

Anisa Dewi Nurrachmawati, Prof. Ir. Fransiskus Trisakti Haryadi, M.Si., Ph.D., IPM.

2026 | Skripsi | ILMU DAN INDUSTRI PETERNAKAN

Penelitian ini dilaksanakan dengan tujuan menganalisis hubungan komunikasi interpersonal petugas Plaza Agro dengan kepuasan konsumen dalam pembelian produk peternakan di Plaza Agro Universitas Gadjah Mada. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Responden penelitian berjumlah 125 mahasiswa Fakultas Peternakan Universitas Gadjah Mada yang pernah melakukan pembelian produk peternakan di Plaza Agro UGM dan dipilih menggunakan teknik purposive sampling. Data diperoleh melalui penyebaran kuesioner yang mengukur komunikasi interpersonal berdasarkan dimensi keterbukaan (openness), empati (empathy), sikap mendukung (supportiveness), sikap positif (positiveness), dan kesetaraan (equality), serta kepuasan konsumen berdasarkan indikator kesesuaian harapan, minat beli ulang, dan kesediaan merekomendasikan. Data dianalisis menggunakan distribusi frekuensi dan uji korelasi Spearman Rank. Hasil penelitian menunjukkan bahwa komunikasi interpersonal petugas Plaza Agro UGM berada pada kategori tinggi. Indikator kesetaraan menunjukkan persentase kategori tinggi tertinggi sebesar 80,80%, sedangkan indikator keterbukaan menunjukkan persentase kategori tinggi terendah sebesar 47,20%. Kepuasan konsumen juga berada pada kategori tinggi yang ditunjukkan oleh tingginya penilaian pada indikator kesesuaian harapan, minat beli ulang, dan kesediaan merekomendasikan. Hasil uji korelasi Spearman Rank menunjukkan nilai koefisien korelasi (rs) sebesar 0,669 dengan nilai signifikansi sebesar 0,000 (p < 0>

This research was conducted to analyze the relationship between interpersonal communication of Plaza Agro staff and consumer satisfaction in purchasing livestock products at Plaza Agro, Universitas Gadjah Mada. The study employed a quantitative approach using a survey method. The respondents consisted of 125 students from the Faculty of Animal Science, Universitas Gadjah Mada, who had previously purchased livestock products at Plaza Agro UGM. Respondents were selected using a purposive sampling technique. Data were collected through questionnaires measuring interpersonal communication based on the dimensions of openness, empathy, supportiveness, positiveness, and equality, as well as consumer satisfaction based on the indicators of expectation conformity, repurchase intention, and willingness to recommend. The data were analyzed using frequency distribution and Spearman Rank correlation analysis. The results showed that the interpersonal communication of Plaza Agro staff was categorized as high. The equality indicator had the highest percentage in the high category (80.80%), while the openness indicator had the lowest percentage in the high category (47.20%). Consumer satisfaction was also categorized as high, as reflected in the positive responses on the indicators of expectation conformity, repurchase intention, and willingness to recommend. The Spearman Rank correlation analysis yielded a correlation coefficient (rs) of 0.669 with a significance value of 0.000 (p < 0.05). These results indicate a positive, strong, and significant relationship between interpersonal communication and consumer satisfaction. Based on the findings, it can be concluded that both the interpersonal communication of Plaza Agro staff and consumer satisfaction were categorized as high. Furthermore, there was a positive, strong, and significant relationship between interpersonal communication and consumer satisfaction in the purchase of livestock products at Plaza Agro, Universitas Gadjah Mada.

Kata Kunci : komunikasi interpersonal, kepuasan konsumen, Plaza Agro, produk peternakan