ANALISIS KEPUASAN KONSUMEN DALAM UPAYA OPTIMALISASI KUALITAS PELAYANAN PADA MM PRODUCTION

Abstract

This study aims to analyze the level of customer satisfaction through the evaluation of the value of expectations and service performance in MM Production. Researchers used descriptive methods with quantitative research approach. The source of data in this research process comes entirely from primary data. The study population includes all users of MM Production Services. Sampling technique purposive sampling with the number of 100 respondents. Analysis tools using the method of Importance Performance Analysis (IPA) and Customer Satisfaction Index (CSI). The results of the research identified several attributes that are included in Quadrant I of the Cartesian diagram, namely the attributes of security, comfort, and accurate information delivery. Calculation Customer Satisfaction Index (CSI) produces a value of 76.02%, so that the performance of MM Production services in general is at a satisfactory level. The focus of the study is limited to aspects of customer satisfaction. Researchers did not conduct an in-depth analysis of customer loyalty, marketing effectiveness, or the quality of relationships with vendors. This study successfully mapped the main factors that affect MM Production customer satisfaction, such as physical evidence, reliability, responsiveness, assurance, and empathy. The findings present a real guide for efforts to improve service quality.

Keywords: Consumer Satisfaction, Importance Performance Analysis (IPA),Customer Satisfaction Index (CSI)