Analysis Of Product Quality And Service On The Level Of Customer Satisfaction On Cak Iwan's Kremes Chicken In Denpasar City

Abstract

Therefore, consumer satisfaction is an important part of running a business. The aims of this research are (1) to determine the quality attributes of products and services that are considered important by consumers in order to achieve customer satisfaction at Warung Ayam Kremes Cak Iwan (2) to determine the level of conformity of expectations and customer satisfaction with product and service quality at Warung Ayam Kremes Cak Iwan (3) determines the attributes of product and service quality that need to get priority from Warung Ayam Kremes Cak Iwan based on the level of importance and performance to provide satisfaction to its customers. Data collection methods in this study were literature studies, interviews, distribution of questionnaires and documentation as well as data from the owner of the Kremes Chicken Shop Cak Iwan in collecting primary and secondary data. The analytical tool used is the SPSS v.20 application and Microsoft Excel using the Importance Performance Analysis (IPA) method. The results showed that the attribute with the highest conformity level of product quality was the portion of the drink with a conformity level of 105.79% and the lowest attribute was the suitability of the price of food with a portion of 98.70%. While the attribute that has the highest level of conformity of service quality is the availability of a parking space with a suitability level of 108.24% and the lowest attribute is employee knowledge of the menu or product offered at 98.45%. Attributes of product quality that are considered important by consumers at Warung Ayam Kremes Cak Iwan are in quadrant B because they have high performance and are in accordance with what consumers expect, such as attributes of food taste, food taste, suitability of food prices with portions, suitability of drink prices with portions, suitability the price of food with quality and suitability of the price of drinks with quality. While the attributes of service quality that are considered important by consumers are those in quadrant B, namely cleanliness and comfort while in the dining area, friendliness and courtesy of employees, equality in treating consumers, employee/employee knowledge of the menu or product offered.