Analisis Kepuasan Konsumen Produk Makarizo Pembeli melalui E-Commerce
DOI:
https://doi.org/10.63822/rxx77x72Keywords:
Consumer Satisfaction; Makarizo Products; Customer Satisfaction Index; Importance Performance AnalysisAbstract
This study aims to determine the level of consumer satisfaction among users who purchase Makarizo products through e-commerce. This study using a quantitative approach with a purposive sampling technique. The data were analyzed using the Customer Satisfaction Index (CSI) and Importance Performance Analysis (IPA). The dimensions examined in this study consisted of Product Quality, Service Quality, Price, Emotional Factors, and Cost and Convenience. The results of the Customer Satisfaction Index analysis showed that the overall customer satisfaction index based on 18 attributes was 79.54%. Meanwhile, the results of the Importance Performance Analysis indicated that 3 out of 18 attributes, namely price affordability, online product quality, and price conformity with product quality, were identified as priorities for improvement by the Makarizo Official Store.
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