JEFMS Journal

ABSTRACT:

The rapid development of business in Indonesia makes entrepreneurs have to pay attention to several aspects, one of which is consumer satisfaction. The purpose of this study is to analyze the level of consumer satisfaction in purchasing pudak in Sari Kelapa Gresik. Purposive sampling method with 100 respondents. This research uses Customer Satisfaction Index and Importance Performance Analysis analysis tools. The results showed that the CSI value produced was 78.95%, which means that in general consumers have been satisfied with the purchase of pudak products at Sari Kelapa. As for the IPA analysis, some attributes fall into the improvement category, namely employee appearance.

KEYWORDS:

Customer Satisfaction, Pudak, Sales, Customer Satisfaction Indeks, Importance Performance Analysis

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