ANALISIS PRILAKU KONSUMEN TERHADAP PRODUK TAHU DI DESA PASAR BARU PANGEAN KECAMATAN PANGEAN KABUPATEN KUANTAN SINGINGI PROVINSI RIAU

Abstract

ABSTRACT

The purpose of this study was to determine the behavior of consumers and the level of customer satisfaction with tofu products in Pasar Baru village, Pangean Sub-district. The method used in this study is the Likert Scale and the method of analysis of Importance and Performance Analysis (IPA) and Consumers Satisfaction Index (CSI). Based on the results of the analysis of consumer behavior on the various attributes of price, taste, color, product durability with a satisfied category, while the size of the product with the category is less satisfied. Whereas customer satisfaction based on the results of the consumer satisfaction index analysis of the tofu attribute is concluded that the level of importance and performance has a scale value of 68%. This shows that satisfaction levels are satisfied.

Keywords: Consumer products know; Satisfaction; Attributes; Interests and Performance.