Analisis Kepuasan Konsumen terhadap Produk Tahu Goreng Rajab Kecamatan Talang Kelapa Kabupaten Banyuasin

Fikri Apriansa; Emanauli Emanauli; Fenny Permata Sari; Fera Oktaria

doi:10.37481/jmoi.v4i1.161

Authors

Fikri Apriansa Universitas Jambi
Emanauli Emanauli Universitas Jambi
Fenny Permata Sari Universitas Jambi
Fera Oktaria Universitas Jambi

DOI:

https://doi.org/10.37481/jmoi.v4i1.161

Keywords:

Customer Satisfaction Index, Importance and Performance Analysis, Fried Tofu, Consumer Preference, Product Quality

Abstract

This research is driven by the growing competition in the culinary industry, particularly among local snack producers such as fried tofu vendors. Understanding consumer preferences and satisfaction is crucial for maintaining competitiveness and ensuring sustainable business growth. This study aims to identify the key product attributes valued by consumers of Rajab's fried tofu in Talang Kelapa District and to analyze their level of satisfaction. A descriptive quantitative approach was applied, utilizing both primary and secondary data. The sample consisted of 60 respondents selected through cluster random sampling. Data were collected via a structured questionnaire. The analysis methods employed include validity and reliability testing, the Customer Satisfaction Index (CSI) to measure overall satisfaction, and Importance and Performance Analysis (IPA) to identify areas needing improvement. The findings show a CSI value of 0.862, indicating that overall consumer satisfaction with Rajab's fried tofu based on attributes such as taste, aroma, texture, color, size, shelf life, and price relative to quality falls within the “very satisfied” category. Consumers consider color, price, texture, size, and shelf life to be the most important attributes. The implications of this research suggest that maintaining or improving these key product attributes can enhance consumer loyalty and support long-term business success.

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