Analisis Kepuasan Konsumen Terhadap Kopi Kayooh UD. Kopi rakyat Surabaya Jawa Timur

Abstract

This study aims to evaluate the quality of kayooh coffee and analyze consumer satisfaction with the quality of kayooh coffee using the Importance Performance Analysis (IPA) method and the Customer Satisfaction Index (CSI). Based on the results of calculations using the IPA method, it shows that the attributes that enter quadrant II or maintain performance need to be improved and maintained, namely: taste (95.15%), aroma (96.13%), easy to dissolve (88.95%), refreshing (88.59%) , packaging type (91.91%), package suitability (94.77%), shelf life (93.49%), packaging design (92.57%), packaging practicality (91.06%). The results of the analysis in the IPA method have an average conformity level of (93.01%). It can be concluded that the performance of kayooh coffee is in line with consumer expectations. Based on the results of research using the CSI method, it is known that the level of consumer satisfaction with kayooh coffee is 78.8%, which means that the level of customer satisfaction of kayooh coffee is in the category "satisfied" with the performance of each attribute in kayooh coffee. UD. Kopi Rakyat must improve and pay attention to each of the attributes that are in quadrant II (taste, aroma, soluble, refreshing, type of packaging, suitability of packaging, shelf life, packaging design, practicality of packaging) kayooh coffee in order to improve the quality of kayooh dan coffee. increase customer satisfaction.