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ANALISIS KEPUASAN KONSUMEN TERHADAP KUALITAS PELAYANAN DAN KUALITAS PRODUK PEMPEK LALA PALEMBANG DENGAN MENGGUNAKAN METODE CSI DAN IPA

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The objectives of this study were: (1) to analyze the level of consumer satisfaction with the service and products of Pempek Lala using the Customer Satisfaction Index (CSI) method; (2) to identify the level of importance and performance of each service and product attribute using the Importance Performance Analysis (IPA) method; and (3) to determine the attributes that should be prioritized for improvement based on the IPA quadrant mapping results. This study was conducted in Palembang City in January 2026. The research location was determined purposively. A survey method was employed in this study. The sampling technique used was accidental sampling, with a total of 100 respondents. The data collected consisted of primary and secondary data. The results showed that consumer satisfaction with the product quality and service quality of Pempek Lala was classified as satisfactory. This was indicated by the Customer Satisfaction Index (CSI) values of 79,04 percent for service quality and 80,30 percent for product quality, suggesting that the overall performance was able to meet consumer expectations. Based on the Importance Performance Analysis (IPA), product quality attributes such as taste, aroma, and conformity to quality standards, as well as service quality attributes including customer comfort, accuracy of service delivery, and employee friendliness, demonstrated performance that met consumer expectations. Furthermore, the IPA quadrant mapping revealed that consistency of taste across product variants, availability of parking facilities, and conformity between the menu and available products were the main attributes requiring improvement, as they were considered highly important but had not yet achieved optimal performance.

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Detail Information

Series Title

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Call Number

T2012302026

Publisher

Indralaya : Prodi Agribisnis, Jurusan Sosial Ekonomi Pertanian, Fakultas Pertanian Universitas Sriwijaya., 2026

Collation

xiv, 123 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

658.830 7

Content Type

Text

Media Type

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Carrier Type

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Edition

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Subject(s)

Prodi Agribisnis, Jurusan Sosial Ekonomi Pertanian
Riset--Analisis Pemasaran

Specific Detail Info

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Statement of Responsibility

MI

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