CONSUMER SATISFACTION OF COFFEE SHOPS IN PONOROGO REGENCY

Abstract

People’s lifestyle in consuming coffee encourage an increase of coffee shops in Ponorogo. This research aims to: 1) determine the level of consumer satisfaction with the quality of products and services, 2) determine the quality attributes of products and services that perceived important by consumers, 3) determine the quality attributes of products and services that prioritized for improvement. The study was conducted in Ponorogo Regency using convenience sampling method of 100 respondents. Data were analyzed using Customer Satisfaction Index (CSI) and Importance Performance Analysis (IPA). The results showed: 1) CSI is 82.58% for product quality and 85.34% for service quality, both categorized as very satisfied, 2) product quality attributes that perceived important by consumers, namely price affordability,
coffee’s menu information, taste, packaging materials, raw materials quality, and suitability of product served with menu, while the attributes of service quality, namely parking availability, toilet cleanliness, comfort of prayer room, neat arrangement of places and provide free space, alacrity of employees tidying up tables, coffee shops cleanliness, serving time speediness, suitability of the menu served, the easiness of information to understand, quality products, products served at a clean table, friendly and polite service, fair service, and good communication from employees, 3) product quality attributes that prioritized for
improvement, namely price affordability and coffee’s menu information, while from service quality attributes, namely parking availability, toilet cleanliness, comfort of prayer room, neat arrangement of places and provide free space, and alacrity of employees tidying up tables.