ANALISIS KEPUASAN KONSUMEN TERHADAP BERAS DI DESA PASAR BARU PANGEAN KECAMATAN PANGEAN KABUPATEN KUANTAN SINGINGI PROVINSI RIAU

Abstract

ABSTRACT

This study aims to determine the behavior and level of customer satisfaction with rice in Pasar Baru Pangean, Pangean Subdistrict, Kuantan Singingi Regency. The sample in this study amounted to 45 people using the simple random sampling formula. The sampling method is based on descriptive analysis method, Likert scale, Importance and Performance Analysis and Consumers Satisfaction Index. Instruments for collecting data using questionnaires. Based on the results obtained by consumer behavior towards rice, it is in the important category with a total of 31 souls from 45 respondents with 68.89%, who are on the score criteria of 34.99-41.99. While the results of the calculation of the consumer satisfaction index are 74.85%. Where this value is at the level of consumer satisfaction index 60% -80% which is included in the category of satisfaction.

Keywords: Consumer Satisfaction, Rice, Natural Sciences and CSI