The Level of Consumer Satisfaction with the Purchase of Gacoan
Noodle Food Merr Surabaya Branch through E- Commerce
1Anis Nuraini, 2Sri Tjondro Winarno, 3Ika Sari Tondang
1,2,3Agribusiness Study Program, Faculty of Agriculture, UPN “Veteran”Jawa Timur, Indonesia
https://doi.org/10.47191/jefms/v6-i8-64ABSTRACT:
The presence of Mie Gacoan is driven by the growth of culinary business that continues to grow in the city of Surabaya. The marketing concept has begun to focus on providing satisfaction to consumers so as to generate high profits. Research on consumer satisfaction plays an important role in helping companies to know what consumers want. The purpose of this study is to identify the decision-making process of gacoan noodle consumers through e-commerce and analyze the level of consumer satisfaction with the purchase of gacoan noodle through e-commerce. Determination of the number of samples using nonprobability sampling, namely accidental sampling with the number of respondents as many as 96. The analysis methods used in this study are descriptive analysis, Customer Satisfaction Index (CSI) and Important Performance Analysis (IPA). The results showed that consumers were satisfied with the purchase of gacoan noodle food through e-commerce with a CSI value of 73.91%. The attributes that need to be considered and improved to increase consumer satisfaction through e-commerce can be seen through the cartesian diagram in the IPA analysis in quadrant I (top priority).
KEYWORDS:
culinary business, customer satisfaction, decision making process, Customer Satisfaction Index, Important Performance Analysis
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