ANALISIS TINGKAT KEPUASAN KONSUMEN ATAS ATRIBUT PRODUK MINUMAN KOPI DALAM KEMASAN SIAP MINUM MEREK NESCAFE DI KOTA PEKANBARU

Abstract

This study aims to determine the level of consumer satisfaction with the product attributes of ready to drink coffee packages with the Nescafe brand in the city of Pekanbaru. The population in this study were consumers of ready to drink coffee drinks with the Nescafe brand in Pekanbaru City and the sample in this study were respondents aged ≥ 17 years who consumed Nescafe packaged ready to drink coffee drinks in the past month, amounting to 95 respondents. The data used in this study are primary data using Importance Performance Analysis (IPA) and Customer Satisfaction Index (CSI) analysis methods. Based on the results of Importance Performance Analysis (IPA), the indicators in quadrant I have no side effects. The indicators in quadrant II are easy to pronounce, easy to remember, easy to recognize, protect contents, have various forms of packaging, delicious taste, various flavors, have a halal certificate, are clinically tested and are satisfied consuming them. The indicators in quadrant III are attractive packaging, long durability, distinctive taste, distinctive aroma and color, recommending others. The indicator in quadrant IV is easy to consume. The results of the Customer Satisfaction Index (CSI) analysis are in the satisfied category with a total value of 79.86% for the product attribute variable and 77.24% for the customer satisfaction variable.

Keywords: Product Attributes, Customer Satisfaction