Analisis Tingkat Kepuasan Konsumen Terhadap Kualitas Produk Dan Layanan Pada Kedai Kadieu Di Kabupaten Badung Bali
Authors: Musmi Nurhayati , Suryawan Wiranatha Anak Agung Putu Agung , Sedana Yoga I Wayan Gede 
Published: July 2024

The objectives of this research were to determine the attributes of product quality and service quality that were considered to be important by customers, to determine the attributes that were given priority in order to provide satisfaction to the customers, and to analysis the level of customers’ satisfaction on the product and service quality. This research used Import Performance Analysis (IPA) and Customer Satisfaction Index (CSI). The data collection technique in this study was purposive sampling. The results of the research show that product quality attributes that are considered very important by the consumers of Kedai Kadieu include the compatibility of food prices with portions, the compatibility of food prices with food quality, and the consistency of each serving of drinks. While the attributes of service quality that are considered very important by consumers include the cleanliness and tidiness of the place, the attributes of patience and calmness of employees in serving consumers, and the attributes of customer comfort when they are at Kedai Kadieu.The attributes of product quality that should be given priority were the taste of food and the consistency of each serving, while in the service quality was the speed of service and serving. CSI results showed that all attributes for product and service quality were considered to be important and very important by consumers with an average scores greater than 4.20, and the customers’ satisfaction level for product quality was 84% (very satisfied) and 83.1% (very satisfied) for service quality.
Keywords : consumer satisfaction, product, service, importance performance analysis, customer satisfaction index
Penelitian ini bertujuan untuk mengetahui atribut-atribut kualitas produk dan kualitas layanan yang dianggap penting oleh konsumen, dan mengetahui atribut-atribut yang perlu mendapatkan prioritas untuk memberikan kepuasan terhadap konsumen, serta mengetahui tingkat kepuasan konsumen terhadap produk dan kualitas layanan. Metode yang digunakan adalah Importance Performance Analysis (IPA) dan Customer Satisfaction Index (CSI). Teknik pengumpulan data pada penelitian ini menggunakan purposive sampling. Hasil penelitian menunjukkan Atribut kualitas produk yang dianggap sangat penting oleh konsumen Kedai Kadieu antara lain kesesuaian harga makanan dengan porsi, kesesuaian harga makanan dengan kualitas makanan, dan konsistensi minuman setiap penyajian. Sedangkan atribut kualitas layanan yang dianggap sangat penting oleh konsumen antara lain kebersihan dan kerapian tempat, atribut kesabaran dan ketenangan karyawan dalam melayani konsumen, dan atribut kenyamanan pelanggan pada saat berada di Kedai Kadieu. Atribut yang harus diprioritaskan untuk kualitas produk adalah rasa makanan dan konsistensi makanan setiap penyajian, sedangkan pada kualitas layanan adalah kecepatan dalam pelayanan dan penyajian. Hasil CSI menunjukkan, semua atribut kualitas produk dan layanan dianggap penting dan sangat penting oleh konsumen dengan jumlah rata-rata nilai MIS lebih besar dari 4,20 dan tingkat kepuasan konsumen sebesar 84% dengan kategori sangat puas untuk kualitas produk dan 83,1% dengan kategori sangat puas untuk kualitas layanan.
Kata kunci : kepuasan konsumen, produk, layanan, importance performance analysis, customer satisfaction index.