Abstract
This study aims to determine customer satisfaction on probiotic products plus Biofarm, the main factors of customer satisfaction on probiotic products plus Biofarm, and to determine customer attitudes towards the attributes of probiotic products plus Biofarm in Malang Regency. This research was conducted in Malang Regency in November until December 2019. This study used a survey method with descriptive data analysis, Fishbein analysis, Importance and Performance Analysis (IPA), and Customer Satisfaction Index (CSI). The researchers analyze the data using Microsoft Excel 2010. The results of this study indicate that customer attitudes toward Biofarm products are quite good. However, customers are less amenable to the ease of obtaining products, and the prices are considered expensive. Customer satisfaction level starts with product attributes, product qualifications, product quality, product promotion, product prices, and the ease of obtaining products. The customer attitude towards Biofarm products' attributes can be seen from the value of customer satisfaction, in which 58.6913% show a positive response.
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