ANALISIS TINGKAT KEPUASAN KONSUMEN MIXUE BANDAR LAMPUNG MENGGUNAKAN METODE CUSTOMER SATISFACTION INDEX (CSI) DAN IMPORTANCE PERFORMANCE ANALYSIS (IPA)

Handoko, Suhendrik and Rafiq, Muhammad (2025) ANALISIS TINGKAT KEPUASAN KONSUMEN MIXUE BANDAR LAMPUNG MENGGUNAKAN METODE CUSTOMER SATISFACTION INDEX (CSI) DAN IMPORTANCE PERFORMANCE ANALYSIS (IPA). Skripsi thesis, Institut Informatika dan Bisnis Darmajaya.

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Abstract

ABSTRAK ANALISIS TINGKAT KEPUASAN KONSUMEN MIXUE BANDAR LAMPUNG DENGAN MENGGUNAKAN METODE CUSTOMER SATISFACTION INDEX (CSI) DAN IMPORTANCE PERFORMANCE ANALYSIS (IPA) Oleh: Suhendrik Handoko 2112110212 E-mail: hendriksu23@gmail.com Penelitian ini bertujuan untuk menganalisis tingkat kepuasan konsumen Mixue di Bandar Lampung dan mengidentifikasi faktor-faktor yang memengaruhinya. Penelitian dilakukan dengan pendekatan kuantitatif deskriptif menggunakan metode survei melalui penyebaran kuesioner kepada 100 responden yang pernah melakukan pembelian di Mixue. Data yang diperoleh dianalisis menggunakan dua metode, yaitu Customer Satisfaction Index (CSI) untuk mengetahui tingkat kepuasan secara keseluruhan dan Importance Performance Analysis (IPA) untuk mengevaluasi atribut layanan berdasarkan tingkat kepentingan dan kinerja. Hasil analisis menunjukkan bahwa tingkat kepuasan konsumen berada pada kategori "puas" dengan nilai CSI sebesar 74,7%. Berdasarkan analisis IPA, atribut-atribut seperti kebersihan tempat, keramahan staf, dan kecepatan pelayanan berada pada kuadran yang menunjukkan kinerja baik dan perlu dipertahankan, sementara atribut seperti kenyamanan fasilitas dan konsistensi kualitas produk berada pada kuadran prioritas perbaikan. Temuan ini memberikan gambaran yang jelas bagi pihak manajemen Mixue dalam menyusun strategi peningkatan kualitas layanan dan pengalaman pelanggan di masa mendatang. Kata Kunci: Kepuasan Konsumen, Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA), Mixue. ABSTRACT ANALYSIS OF CUCTOMER SATISFACTION AT MIXUE BANDARLAMPUNG USING THE CUSTOMER SATISFACTION INDEX (CSI) AND IMPORTANCE PERFORMANCE ANALYSIS (IPA) By: Suhendrik Handoko 2112110212 E-mail: hendriksu23@gmail.com This study aimed to analyze customer satisfaction leves at Mixue Bandar lampung and to identify the factors influencing them. A descriptive quantitative approach was employed, utilizing a survey method through the distribution of questionnaires to 100 respondents whohas previously made purchase at Mixue. The collected data were analyzed using two methods: the customer satisfaction index (CSI) and Importance performance analysis (IPA) to evaluate service attributes based on their perceived importance and actual performance. The result showed that overall customer satisfaction such as cleanliness,staff friendliness, and service speed were placed in the quadrant indicating strong performance and should be maintained. In contrast, attributes such as facility comfort and consistency of productquality were identified as areas requiring improvement. Hese findings offer valuable insights for Mixue’s management in developing strategies to improve service quality and enhance the customer experience in the future. Keyword: Customer Satisfaction,Customer Satisfaction Index (CSI),Importance Performance Analysis (IPA), Mixue

Item Type: Thesis (Skripsi)
Subjects: 600 Teknologi - Ilmu terapan > 650 Manajemen
eSkripsi
Divisions: Skripsi/TA & PKPM/KP - Fakultas Ekonomi Bisnis > Prodi Manajemen
Depositing User: Unnamed user with email hendriksu23@gmail.com
Date Deposited: 16 May 2025 01:49
Last Modified: 16 May 2025 01:49
URI: http://repo.darmajaya.ac.id/id/eprint/20216

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