Measuring the Customer Satisfaction to Improve the Product Quality of Premium Seeds Produced by Bintang Asia based on the Customer Satisfaction Index (CSI) dan Importance Performance Analysis (IPA)

¹ Graduate Student, Agribusiness Manajement, Politeknik Negeri Jember, 68101, Indonesia
² Agribusiness Manajement, Politeknik Negeri Jember, 68101, Indonesia

^* Corresponding author: slametsulistiyono@benihcitraasia.co.id

Abstract

Service quality improvement is essential to obtain positive feedback from customers. This study measured the level of customer satisfaction with the quality of superior seed Bintang Asia products based on CSI (customer satisfaction index) and IPA (importance-performance analysis) methods. This study also identified the attributes that should be maintained, improved and reduced to gain higher customer satisfaction with Bintang Asia superior quality seed products using IPA (Importance Performance Analysis) analysis. This quantitative descriptive study employed a survey method, where consumers were sent links to a customer satisfaction survey through WhatsApp. Customer satisfaction was measured based on five dimensions of SERVQUAL expressed in a Likert scale. The data were then analyzed to determine the customer satisfaction index (CSI) on the SPSS program. The customer satisfaction index scored 82.35% (Good), where its dimensions, namely Tangile, Reliability, Responsiveness, Assurance, and Empathy, scored 83.81% (Good), 81.11% (Good), 79.24% (Borderline), 84.76% (Very Good), and 82.87% (Good) respectively. Based on the importance-performance analysis (IPA) method, the customer satisfaction level identified 27 user attributes/indicators in quadrant B/II, indicating that PT. Benih Citra Asia needs to maintain customer satisfaction.