CUSTOMER SATISFACTION ANALYSIS OF BOLEN BANANA USING CUSTOMER SATISFACTION INDEX (CSI) AND IMPORTANCE PERFORMANCE ANALYSIS (IPA) METHODS

Abstract

Customer satisfaction is very important in every business. Customer satisfaction is generated from product quality and service to customers .Dissatisfied customers will result in declining sales. One of the bussines that experience a declining in sales was UMKM De Nisa Bakery as much as 100 to 150 boxes in one year. This study aims to determine the quality attributes that affect customer satisfaction, determine the level of customer satisfaction with bolen banana De Nisa Bakery, and to recommend a product improvement to increase customer satisfaction by using Customer Satisfaction Index (CSI) and Importance Performance Analysis (IPA) methods. The number of respondents used as many as 80 by questionnaire. The attributes that are considered important by customer in bolen banana products are taste, texture, taste variation, consistency of taste, packaging, price, service, and stategic location. Research shows the value of CSI at 80,2% which means that customers are satisfied. While it is a category as satisfied, it requires improvements in the taste variation, consistency of taste, and packaging attributes. Improvement recommendations may include a variety of tastes such as bolen pineapple, cassava tape, jackfruit and durian to avoid customer get bored, standarized raw materials and production processes to produce consistent taste, and packaging design improvements to be more attractive and equipped with more informative labels.