Analisis Tingkat Kepuasan Konsumen Menggunakan Metode Customer Satisfaction Index (CSI) dalam Pembelian Kopi Tugu Garuda di Berastagi Kabupaten Karo

Abstract

This study aims to analyze the level of consumer satisfaction with the purchase of Tugu Garuda Coffee in Berastagi, Karo Regency through the 4P marketing mix approach, namely product, price, place, and promotion. The method used in this research is the Customer Satisfaction Index (CSI) method, which allows quantitative measurement of consumer satisfaction based on a comparison between their expectations and perceptions of performance. The results showed that the level of consumer satisfaction with Tugu Garuda Coffee was in the “very satisfied” category with a CSI value of 86.249%. The product and place aspects make the biggest contribution to this level of satisfaction. However, the promotion aspect, especially in terms of providing promos or discounts, is still an area that needs to be improved. These results are expected to be a reference for the manager of Tugu Garuda Coffee in improving its marketing strategy and become a reference for further research. Keywords: Customer Satisfaction, Marketing Mix 4P, Customer Satisfaction Index (CSI), Tugu Garuda Coffee, Berastagi.