Analisis Tingkat Kepuasan Konsumen Roti Ketawa (Studi Kasus : Toko Roti Ketawa Roket K3, Kota Pematangsiantar)

Abstract

The emergence of various cake and bread industries in Pematangsiantar City has provided consumers with numerous choices, including Roti Ketawa. Due to the increasing number of business competitors, Toko Roti Ketawa Roket K3 has experienced a decline in sales. This study aims to analyze customer satisfaction and identify the attributes that need improvement at Toko Roti Ketawa Roket K3. The sampling method used is accidental sampling, and the analytical methods applied are the Customer Satisfaction Index (CSI) and Importance Performance Analysis (IPA). The results show that the customer satisfaction level is 76.5%, indicating that customers are satisfied. The attributes that need improvement include the product packaging, which is less neat and not aligned with customer preferences, the packaging design to make it more attractive and representative of the product identity, and the availability of supporting facilities such as parking spaces and seating areas.