STRATEGI PENINGKATAN KINERJA ATRIBUT PELAYANAN MELALUI PEMASARAN ONLINE DALAM UPAYA MERAIH KEPUASAN PELANGGAN STUDI KASUS DI BOS SAYUR MALANG

Abstract

ABSTRACT

The trend of online shopping in Indonesia from year to year is increasing. According to L The app Hootsuite We are social Digital Indonesia 2019, an increase in online shopping occurs in the type of food and consumption needs of 30%. But the increase in online shopping is not balanced with satisfaction. According to Shopback Research, Customer satisfaction rate has decreased from 98% to 86%. This research aims to determine the level of satisfaction and performance of the attributes of the Bos Sayur Malang as a company that sells various kinds of vegetable and daily consumption needs. Design a descriptive research approach to QUANTITAF with a descriptive survey technique. Data analysis using Importance Performance analysis (IPA) and Customer Satisfaction index (CSI). Results showed that the customers of Bos Sayur Malang are very satisfied with the customer Satisfaction Index reached the Index score of 84.87. However, some service attributes should be improved by realizing strategies to maintain customer satisfaction. Service attributes that need to be improved are: services are done quickly and precisely, admins respond to customers quickly, and always keep the cleanliness and freshness of the products sold.