Analisis Tingkat Kepuasan dan Loyalitas Konsumen Terhadap Minyak Goreng Kemasan di Desa Muaro Sentajo Kecamatan Sentajo Raya Kabupaten Kuantan Singingi

Abstract

ABSTRACT

This study aims to determine the behavior, level of satisfaction and loyalty of consumers towards packaged cooking oil in Muaro Sentajo Village, Sentajo Raya District, Kuantan Singingi Regency. This study uses descriptive analysis, Likert scale, Importance and Performance Analysis (IPA) and Consumers Satisfaction Index (CSI) or Consumer Satisfaction Index and Loyalty Analysis. Based on the results of the study, consumers' attitudes towards packaged cooking oil are in the very important category of packaged cooking oil circulating in Muaro Sentajo Village which is in the score criteria 21-27 with 15 respondents out of 30 respondents with a percentage of 50%. For the results of IPA analysis the attributes that are in quadrant II are variations in size, ease of obtaining, expiration date, halal label and color change. While the attributes in quadrant III are price, packaging design, brand and sales promos. The results of the calculation of the consumer satisfaction index are 80%. Where this value is in the range of 41% -80% consumer satisfaction index. And the level of consumer loyalty to packaged cooking oil is not at the stage of loyal buyers because in the pyramid of loyalty the value of the Switcher buyer is still above 50% which is 66.67% with frequent categories and the value of committed buyers is also very small at 26.67% with no category like, for the value of Liking The Brand and Satisfied Buyer that is 100% with a very satisfied category. And the Habitual Buyer value is 90% with the agreed category.

Keywords: Consumer Loyalty; IPA and CSI;  packaged cooking oil