Analysis Of Customer Satisfaction With Products Quality And Services At Mie Gacoan Jimbaran Regency Bali

Abstract

Mie Gacoan is a culinary business that is currently experiencing development, especially in the Bali area. This situation makes the manager of Mie Gacoan have to choose a suitable strategy to be able to survive with competitors. The objective of this study was to determine the quality attributes of products and services that are considered important, to analyze the level of conformity of expectations or overall consumer satisfaction with the quality of products and services, and to determine the attributes that need to be given priority in order to maintain and increase consumer satisfaction. The methods used are Importance Performance Analysis (IPA) and Customer Satisfaction Index (CSI). The sampling technique in this study was purposive sampling. The results showed that the attribute of the highest degree of conformity in product quality was the variety of the beverage menu by 101.21% and the attribute of the lowest degree of conformity was the level of food maturity of 86.22%. The attributes of the highest degree of conformity to the quality of service are toilet cleanliness by 98.36% and neat appearance of employees with a degree of conformity of 98.26%. While the lowest attribute is the timeliness of presentation of 83.29%. The attributes that must be prioritized are the attributes contained in quadrant A, namely the level of maturity of food and beverage taste for product quality, while the attributes of service quality are punctuality of serving, speed of employees in serving consumers and cashier's agility in serving consumers. The CSI results showed that all attributes of product and service quality were considered very important by consumers with an average number of mean important score values greater than 4.20 and a consumer satisfaction rate of 81.65% with the category of very satisfied for product quality and 79.21% with the category of satisfied for service quality.