Analisis Kepuasan Konsumen Terhadap Produk Keripik Salak UMKM Salak Cristal Di Kecamatan Turi Kabupaten Sleman Yogyakarta
Article Sidebar
Main Article Content
Abstract
UMKM Salak Cristal is an agro-industry that is engaged in processing salak into various processed salak products. UMKM Salak Cristal has offline and online sales, but less consumer noticed and marketing strategies. UMKM Salak Cristal is not the only salak manufacture producer in Sleman. Therefore it makes UMKM Salak Cristal need information on customer satisfaction to develop appropriate marketing strategies to know changes in consumer needs and achieve customer satisfaction. Accordingly, researchers need to analyze customer satisfaction to help UMKM Salak Cristal in developing the right marketing strategy. This study aimed to 1) Analyze the level of satisfaction with salak chips at UMKM Salak Cristal Turi District, Sleman Regency, Yogyakarta; 2) Determine the marketing strategies that can be done in UMKM Salak Cristal Turi District, Sleman Regency, Yogyakarta. The method of this research used survey method and the sampling method used in this study was the Non-probability sampling method with the accidental sampling technique. A total of 100 respondents were calculated using a linear time function formula. The methods of this research are used Important Performance Analysis (IPA) and Customer Satisfaction Index (CSI). The results showed that: 1) Customer satisfaction to salak chips product in UMKM Salak Cristal is on the criterion of satisfaction, 2) Product attributes that must be prioritized to be improved are taste variations, sales and online promotions, store locations, employee uniforms, neat-looking employees, payment processing, displays adjust of products, and product price tags.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
The author submitting the manuscript must understand and agree that the copyright of the article manuscript must be submitted/transferred to the Journal Forum Agribisnis. This work is licensed under the Creative Commons Attribution-ShareAlike 4.0 (CC BY-SA) International License in which the Author and Reader can copy and redistribute the material in any media or format, and remix, modify and build material for any purpose, but they must provide appropriate credit (citing articles or content), provide a link to the license, and indicate whether there is a change. If you mix, change, or create material, you must distribute your contribution under the same license as the original.
References
Aritonang, R.L. 2005. Kepuasan Konsumen. Jakarta (ID): Gramedia.
[BPS] Badan Pusat Statistika. 2019. PDB Triwulanan Atas Dasar Harga Konstan 2010 Menurut Lapangan Usaha (Miliar Rupiah), 2016-2019. Jakarta Pusat (ID): BPS Jakarta.
__________DIY. 2018. Produksi Salak di Provinsi Daerah Istimewa Yogyakarta. Daerah Istimewa Yogyakarta (ID): BPS Yogyakarta.
__________DIY. 2014. Produksi Tanaman Buah Tahunan di DIY 2014-2018. Daerah Istimewa Yogyakarta (ID): BPS Yogyakarta.
Bimantio, M. 2018. Simulasi Peningkatan Pendapatan Industri Salak Pondoh di Kabupaten Sleman dengan Konsep Sinergi ABG (Academic-Business-Goverment). [thesis]. Yogyakarta [ID]: Jurusan Teknik Sistem, Universitas Gajah Mada.
Budiwati, H. 2012. Implementasi Marketing Mix dan Pengaruhnya terhadap Keputusan Pembelian Konsumen pada Produk Unggulan Keripik Pisang Agung Di Kabupaten Lumajang. Jurnal Ekonomi, 2(2). doi:10.30741/wiga.v2i2.68.
Curatman, Aang. 2010. Teori Ekonomi Makro. Yogyakarta (ID): Swagati Press.
Dinas Perindustrian, Perdagangan, dan Koperasi Kabupaten Sleman. 2019. Jumlah unit usaha pengolahan salak di Kabupaten Sleman. Kabupaten Sleman, Yogyakarta (ID): Dinperindagkop.
Dinas Kesehatan, Departemen Kesehatan Republik Indonesia. 2009. Kategori Usia. Jakarta Pusat (ID): Dinas Kesehatan.
Fauzi, Alfiyan H. 2018. Analisis Kepuasan Konsumen untuk Meningkatkan Brand Image pada Brownies Singkong “BrownCo” [skripsi]. Bogor (ID): Fakultas Teknologi Pertanian, Institut Pertanian Bogor.
Iskandar, M., M, Turukay, & E, Leaternia. 2018. Analisis Tingkat Kepuasan Konsumen Terhadap Produk Jus Pala KUD Tomasiwa Morella di Kota Ambon. Jurnal Agribisnis Kepulauan, 6(3). Universitas Pattimura. doi:10.30598/agrilan.v6i3.806.
Kotler, P. & K. Keller. 2012. Manajemen Pemasaran. Edisi 12. Jakarta (ID): Erlangga.
Martilla, J.A., dan James, J.C. 1977. Importance Performance Analysis. Journal of Marketing.
Paramita Dewi, Dian. 2010. Analisis Tipe Perilaku Konsumen dalam Membeli di Pasar Tradisional Kabupaten Wonogiri [skripsi]. Surakarta (ID): Fakultas Pertanian, Universitas Sebelas Maret.
Pemerintah Indonesia. 2002. Keputusan Gubernur Daerah Istimewa Yogyakarta tentang Penetapan Upah Minimum Kabupaten/Kota tahun 2020. Keputusan Gubernur DIY No. 257/KEP/2019. Daerah Istimewa Yogyakarta.
Setiabudi, M.U., W.B. Parera & R.A. FarFar. 2013. Proses Pengambilan Keputusan Konsumen dalam Pembelian Sayuran Segar Studi Kasus Hypermart Ambon City Center Kota Ambon. Jurnal Agribisnis Kepulauan, 1(4).
Sulistyowati, E. 2013. Motivasi dan Perilaku Konsumen dalam Keputusan Pembelian Produk Industri Kerajinan Kulit di Yogyakarta. Jurnal Maksipreneur, 2(2). Fakultas Ekonomi, Universitas Proklamasi 45. doi: 10.30588/jmp.v3i2.156
Sumarwan, Ujang. 2012. Riset Pemasaran dan Konsumen. Bogor (ID): PT Penerbit IPB Press.
Supranto, J. 2006. Pengukuran Tingkat Kepuasan Konsumen: Untuk Menaikkan Pangsa Pasar. Jakarta (ID): Rineka Cipta.
Umar, Husein. 2002. Riset Pemasaran & Perilaku Konsumen. Jakarta (ID): Gramedia.
Yunita A. dan Haryanto, J. O. 2012. Pengaruh Word of Mouth, Iklan dan Atribut Produk terhadap Keputusan Pembelian dan Loyalitas Konsumen. Jurnal Manajemen Teknologi, 11 (1)