KEPUASAN KONSUMEN TERHADAP PEMBELIAN KERIPIK TEMPE DI UMKM SANAN KOTA MALANG

Abstract

The purpose of this study was to analyze consumer satisfaction with the purchase of tempeh chips at UMKM Sanan Malang City. This research was conducted at UMKM Sanan Malang City which is located on Jl. Sanan No 168 Purwantoro, Blimbing District, Malang City, in November - January 2023. The method used in this research is descriptive qualitative and quantitative which is done through interviews, documentation through questionnaires. Determination of the sample was carried out by accidental sampling and obtained a total of 105 samples. The analytical method used in this study is the Customer Satisfaction Index (CSI). The results of this study indicate that consumers who make purchases at UMKM Sanan Malang City are at a satisfied level, because the results from the calculation of the Customer Satisfaction Index (CSI) are at a value of 79.47, this value is in the range of 0.66 - 0.80 according to with the value of the consumer satisfaction index which means satisfied, it can be concluded that the level of consumer satisfaction with the performance of UMKM needs to be increased again from the level of satisfaction to very satisfied, so that performance will be the advantage of UMKM and must be maintained. And the suggestion from the researcher is, for UMKM it is hoped that consumer satisfaction will be increased, such as increasing some of the performance that might make consumers dissatisfied, and maintaining performance that makes consumers satisfied, or paying more attention to the preferences of most consumers who make purchases, so that consumers feel very satisfied. satisfied.

Keyword : Analisis Customer Satisfaction Index (CSI), Consumer Satisfaction, Tempeh Chips