ANALYSIS OF CUSTOMER SATISFACTION ON THE QUALITY OF PURPLE PATTOM CRUISER USING IMPORTANCE PERFORMANCE ANALYSIS (IPA) METHOD

Abstract

Following up on PKM on purple sweet potato crackers in Padahanten village and seeing the current very rapid
development of the service business, with the growth of the service business in Indonesia this has resulted
in higher competition, consumers are more selective in buying and choosing the products they need.
Therefore, purple sweet potato chips must be able to meet consumer needs. Products that are able to win
the competition with competitors need a strategy that can improve services and be able to compete
effectively in this increasingly competitive market. Win the competition and keep the business alive, growing
and getting as many customers as possible. This can be said to be successful if consumers are satisfied with
the performance of a product or service provided by the entrepreneur.
According to Lewis & Booms, in Service Management by Fandy Tjiptono (2016) Service quality is defined as
a measure of how large the level of service that can be provided in accordance with the level of consumer
expectations. In other words, the factors that affect the quality of service are the services expected by
consumers, if the service exceeds what is expected by consumers, the quality of service can be said to be
good (positive), and vice versa if the service is not in accordance with what is expected by consumers, it can
be said that the quality of service is bad. (negative value)
Quadrant analysis or Importance Performance Analysis (IPA) is a descriptive analysis technique introduced
by John A. Martilla and John C. James (1977) cited by Tjiptono and Chandra (2016: 222-223). Importance
Performance Analysis (IPA) is an analytical technique used to identify what important performance factors
must be demonstrated by an organization in meeting the satisfaction of their service users (consumers).
Therefore, it is necessary to conduct research on the analysis of consumer satisfaction on the quality of
service in the marketing of purple sweet potato crackers by using the Importance Performance Analysis (IPA)
method. and promotions. Through these (4P's) attributes, it will be known what influences consumers' desire
to visit Padahanten purple sweet potato. The variables that are traced or researched are aspects of reliability
(reliability), responsiveness (response), tangible (tangible), assurances (certainty), and empathy (empathy).