Analisis Kepuasan Pelanggan dalam Membeli Buah-buahan Segar di Moena Fresh Bali

Abstract

Analysis Customer Satisfaction in Buying Fresh Fruits in Moena Fresh Bali

Increased consumption of fruits in the country have an impact on the growth of fruit
sales in Indonesia. This increase causes the appearance of stiff competition in the
business of fruits. Moena Fresh Bali as one of the companies that sell fresh fruits
must innovate or improve the shortage so that the consumers do not turn to other
products. Consumer behavior may help explain how consumers obtain satisfaction.
The purpose of this research is to determine satisfaction of Moena Fresh Bali
consumers and to find out actions to increase customer satisfaction of Moena Fresh.
The location of the research was conducted at four Moena Fresh outlets as it was
considered to represent consumers in every sub-district in Denpasar City. The
number of respondents was as many as 50 respondents and the sampling was
conducted by using accidental sampling. Types of data collected include quantitative
and qualitative data which were sourced from primary and secondary data. Methods
of data collection were by using interview techniques, observation, and
documentation. Data analysis methods used were descriptive analysis, Importance
Performance Analysis and Customer Satisfaction Index. Based on the results of
research, the calculation of CSI to the attributes of Moena Fresh Bali was 77.6% i.e.
it meets the criteria of satisfaction. Based on the Matrix of Importance Performance,
product attributes are classified into four quadrants and actions to improve customer
satisfaction are through the improvement of attributes that become the main priority,
namely the attributes of advertising / promotion, price, and discounts. The study
suggests that Moena Fresh Bali should perform printed and electronic publications
and set competitive prices to maintain its customers.