CUSTOMER SATISFACTION ANALYSIS OF AMIRAH BAKERY IN TULUNGAGUNG DISTRICT

Abstract

The intensifying competition within the bakery industry has compelled businesses to continuously enhance their product quality. Amirah Bakery, a longstanding establishment in Tulungagung Regency, has consistently strived to expand its business operations while prioritizing customer satisfaction. This research aims to assess the level of customer satisfaction with Amirah Bakery products, identify the priority areas for product quality improvement, evaluate the bakery's performance and importance, and propose quality enhancements to ensure its business sustainability. The study employed the Customer Satisfaction Index (CSI) and Importance Performance Analysis (IPA). Data was collected using questionnaires, and the findings revealed a high level of customer satisfaction with Amirah Bakery products, with a CSI score of 81.73%. Based on the result of IPA, the attributes requiring immediate improvement were identified as attributes 9, 10, and 20, corresponding to product packaging, bread color, and service performance served by employee. To address these areas, the following recommendations are proposed: redesigning product packaging, developing innovative products, and providing training to employees to foster ideal workplace behaviors.