Analysis of user satisfaction level on college library social media using customer satisfaction index method

Abstract

One of the sustainability factors of an organization lies in customer satisfaction. In today's digital era, organizations need to manage and improve customer satisfaction. The use and marketing through social media globally have increased exponentially. Marketing through social media such as Facebook, Twitter, and Instagram has made users addicted. Instagram is a social media implemented by the Telkom Institute of Technology Purwokerto Library to disseminate information and direct promotion to users. This study aims to produce a customer satisfaction index as a material for improving services on the library's Instagram account in the future. This study uses the Customer Satisfaction Index (CSI) method. CSI is used to measure customer satisfaction with an approach that considers the importance of the product or service attributes. The stages in this research are: observation of research objects, identification of problems, analysis of data needs, distributing questionnaires, and processing and data analysis using the CSI method. The results of the analysis of this study indicate that the customer satisfaction measurement index is worth 87.76 or higher. This result indicates that users are very satisfied with the performance of the library's Instagram service. Based on the research results, the library can increase interaction with users, beautify the Instagram display design, provide helpful information, and add communication features for users. Therefore it can increase overall customer satisfaction value