ANALISIS KEPUASAN DAN LOYALITAS KONSUMEN TERHADAP ATRIBUT TAHU TOP SUMEDANG (Suatu Kasus di Kedai Tahu Top Sumedang)

Abstract

Sumedang Tofu is one of the special food Sumedang city is starting cultivated in various cities particular region. This study aims to analyze the level of customer satisfaction and customer loyalty to the attribute level the top Sumedang tofu. Attributes analyzed are taste, color, aroma, and texture. This study uses survey methods, site selection purposively selected with the consideration that the shop top Sumedang tofu producer strategic places of business. The selection of respondents using accidental sampling method by the number of respondents was 100 respondents. Acquisition of data derived from primary data and secondary data. Analysis tool is Importance Performance Analysis (IPA), Customer Performance Analysis (CSI) and pyramid loyalty. Importance Performance Analysis Based on the analysis, attributes that should be maintained is the taste and texture, while the attributes in terms of color and aroma should be further enhanced performance. Based on the analysis of CSI, store of top tofu Sumedang able to satisfy customers by 95.53%. The results showed that consumer loyalty pyramids that reach the highest levels is Satisfied Buyer with a percentage of 87%. The value of each level of the Buyer Price by 58%, Liking the brand by 62%, 53% Habitual Buyer and Buyer Commited by 28%. Overall respondents were satisfied and loyal with the attributes provided by the shop top Sumedang tofu, it is evidenced by CSI and satisfied buyers value high.