Analisis Kepuasan Konsumen Produk Tahu Goreng Rajab Menggunakan Metode CSI dan IPA di Kecamatan Talang Kelapa Kabupaten Banyuasin

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

doi:10.37481/jmoi.v5i1.162

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.v5i1.162

Keywords:

Consumer Satisfaction, Fried Tofu, CSI, IPA, Talang Kelapa

Abstract

The competitiveness of food products requires continuous evaluation of consumer satisfaction to ensure product quality and market sustainability in local culinary businesses such as Rajab Fried Tofu in Talang Kelapa District, Banyuasin Regency. This study aims to analyze consumer satisfaction and identify important product attributes of Rajab Fried Tofu using CSI and IPA methods. A quantitative descriptive approach was applied using primary and secondary data collected through questionnaires from 60 respondents selected by cluster random sampling. Validity and reliability tests, Customer Satisfaction Index (CSI), and Importance Performance Analysis (IPA) were employed to evaluate overall satisfaction and attribute performance. The results show a CSI value of 0.862 indicating very high consumer satisfaction, while IPA identifies taste, aroma, texture, color, size, shelf life, and price as key attributes, with color, price, texture, size, and shelf life prioritized for improvement. This study provides recommendations for producers to prioritize improvement on attributes with high importance and lower performance in order to enhance customer satisfaction and strengthen product competitiveness in the local market. Furthermore, the combination of CSI and IPA is effective in providing a comprehensive evaluation of consumer satisfaction and strategic improvement priorities for food product development in Indonesian small and medium enterprises context.

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