Exploring the consumer satisfaction and loyalty of moringa tea in Madura

Program study of Agribusiness, Department of Agricultural Science and Technology, Faculty of Agriculture, Universitas Trunojoyo Madura, Bangkalan, Indonesia
Program study of Business Analytic Centre, Master of Science in Business Analytics, National University of Singapore, Singapore

^* Corresponding author: ifanrizkykurniyanto@gmail.com

Abstract

Improving customer satisfaction is an essential component of the long-term survival of a business. The increasing number of similar businesses is challenging for business actors to survive in the industrial world. Every business needs to keep its customers satisfied and loyal. This study analyzes consumer satisfaction and loyalty to one of CV Nurul Jannah's processed products, moringa tea. This study uses the IPA-CSI method and Pearson correlation with quantitative research type. The sampling technique was non-random sampling. The results of this study indicate that in the analysis of each attribute with the IPA method, three attributes are in quadrant I to be the owner's top priority in making improvements, namely price comparison with other products, efficacy, and ease of obtaining moringa tea. The CSI value table is known to be 76.43%; this value based on the CSI criteria is between (66.00% - 80.99%) which states that consumers are satisfied. The correlation results show a strong and positive relationship between satisfaction and consumer loyalty of 0.786. CV. Nurul Jannah is expected to add organic compositions, such as honey, etc., to add more efficacy so that consumers feel free to buy at the price offered by the manufacturer. This will create satisfied consumers who will become loyal.