ANALISIS KEPUASAN KONSUMEN TERHADAP PENGGUNAAN MARGARIN MEREK BLUE BAND (Studi Kasus: Aroma Prima Supermarket Kec. Medan Johor, Sumatera Utara)
Main Article Content
Abstract
The aim of this research is to identify the level of consumer satisfaction with the use of Blue Band brand margarine and the characteristics of consumers of Blue Band brand margarine. Sampling was carried out using the Slovin formula with a sample of 95 respondents. The data analysis methods used are the Importance Performance Analysis (IPA) and Customer Satisfaction Index (CSI) methods. Data processing was assisted with Microsoft Excel 2010 and SPSS version 25. This research was conducted in March-April 2023. The results of this research concluded that the results of the Importance Performance Analysis (IPA) analysis of the blue band brand margarine product variables were classified into 4 quadrants, namely: quadrants I is considered the main priority in the form of: ease of obtaining. Quadrant II is considered to be achievements in the form of: branding, attractive packaging, melting quickly, making delicious dishes, advertising and promotion, widely used by people and delicious aroma. Quadrant III is considered low levels in the form of: product size variations, affordable prices, expiry dates, usability of various food products, nutritional information and halal guarantees, information services and pride in using. Quadrant IV contains no variables in the quadrant. The results of the Customer Satisfaction Index (CSI) analysis obtained a value of 68.61% which is in the scale range of 60% <CSI≤ 80%. This shows that respondents of the Blue Band brand margarine are included in the satisfaction criteria.
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish their manuscripts through the Journal of Information Systems and Computer Science agree to the following:
- Copyright to the manuscripts of scientific papers in this Journal is held by the author.
- The author surrenders the rights when first publishing the manuscript of his scientific work and simultaneously the author grants permission / license by referring to the Creative Commons Attribution-ShareAlike 4.0 International License to other parties to distribute his scientific work while still giving credit to the author and the Journal of Information Systems and Computer Science as the first publication medium for the work.
- Matters relating to the non-exclusivity of the distribution of the Journal that publishes the author's scientific work can be agreed separately (for example: requests to place the work in the library of an institution or publish it as a book) with the author as one of the parties to the agreement and with credit to sJournal of Information Systems and Computer Science as the first publication medium for the work in question.
- Authors can and are expected to publish their work online (e.g. in a Repository or on their Organization's/Institution's website) before and during the manuscript submission process, as such efforts can increase citation exchange earlier and with a wider scope.