Abstract
The aim of research was to identify the attributes that baytat consumers want, determine the customer satisfaction of baytat cake and get a map attributes of baytat cake. Locations were selected intentionally (purposive). Variables and attributes used are: 1) quality of product (color of cake, aroma of cake, texture of cake, taste of cake, and the shelf life of product), 2) packaging products (appeal illustration, color packaging, capabilities of packaging to protect the product, practicality packaging) and 3) price of product. Identify the attributes that consumers want analyzed by validity and reliability test; used 22 respondents. Level of customer satisfaction was analyzed by CSI (Customer Satisfaction Index) and map attributes were analyzed using Importance Performance Analysis (IPA); total respondents are 100 consumers with convenience sampling technique. The results showed that the attributes that consumers want baytat is an attraction illustration, color packaging, packaging capabilities protect products, practical packaging, the color of the cake, cake aroma, the texture of the cake, cake flavor, shelf life of products and product prices. CSI analysis results indicate the level of customer satisfaction with cake baytat of 80.41%. Map quadrant of the following attributes: quadrant 1 (the color of the cake and the price of the product), Quadrant II (cake flavor, aroma of cookies and texture of the cake), Quadrant III (packaging capabilities, appeal of the packaging and packaging color) and Quadrant IV (the shelf life of product and practicality packaging).
Highlights
The aim of research was to identify the attributes that baytat consumers want, determine the customer satisfaction of baytat cake and get a map attributes of baytat cake
Level of customer satisfaction was analyzed by Customer Satisfaction Indeks (CSI) (Customer Satisfaction Index) and map attributes were analyzed using Importance Performance Analysis (IPA); total respondents are 100 consumers with convenience sampling technique.The results showed that the attributes that consumers want baytat is an attraction illustration, color packaging, packaging capabilities protect products, practical packaging, the color of the cake, cake aroma, the texture of the cake, cake flavor, shelf life of products and product prices
Analisis Kepuasan Konsumen terhadap Kualitas Pelayanan dan Harga Produk pada Supermarket dengan menggunakan Metode Importance Performance Analysis (IPA)
Summary
Kue baytat merupakan kue tradisional Bengkulu yang berbentuk segi empat dengan ukuran yang bervariasi yang berisi toping selai nanas didalamnya. Kepuasan merupakan perasaan seseorang akan kesenangan atau kekecewaan yang dihasilkan dari membandingkan kinerja produk yang dirasakan dengan harapan mereka. Menurut Kotler dan Amstrong (2006) dalam Nuryanti dan Rahman (2008), bahwa unsur produk yang dimiliki oleh suatu produk akan mempengaruhi keputusan pembelian dan kepuasan konsumen terhadap produk. Pengukuran tingkat kepuasan konsumen dapat dilakukan dengan metode Importance Performance Analysis (IPA). IPA merupakan suatu teknik untuk mengukur atribut dari tingkat kepentingan (importance) dan tingkat kinerja (performance) yang berguna untuk pengembangan program atau strategi pemasaran yang efektif. Kelebihan metode IPA dibanding dengan metode yang lain diantaranya adalah prosedur dari metode yang digunakan cukup sederhana, pengambil kebijakan dapat dengan mudah menentukan prioritas kegiatan yang harus dilakukan dengan sumberdaya yang terbatas, serta metode ini cukup fleksibel untuk diterapkan pada berbagai bidang (Yola dan Budianto, 2013). Tujuan yang ingin dicapai dalam penelitian ini adalah: 1) mengidentifikasi atribut yang dianggap penting bagi konsumen kue baytat; 2) menentukan tingkat kepuasan konsumen terhadap kue baytat; 3) menentukan peta kuadran atribut kue baytat untuk rekomendasi perbaikan produk
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