ANALYSIS OF CUSTOMER SATISFACTION USING THE IMPORTANCE PERFORMANCE ANALYSIS AND CUSTOMER SATISFACTION INDEX METHODS (Case Study: WARUNG MAKAN PINK)

Abstract

Culinary businesses are one of the MSMEs that contribute to Indonesia's GDP, one of which is Warung Makan Pink, which currently has a rating of around 4.5 stars on Google Maps with 872 reviews. This fairly good rating should make Warung Makan Pink one of the popular dining spots. However, from July to December 2023, sales revenue declined consecutively, making this an issue that needs to be addressed immediately. The purpose of this research is to determine customer satisfaction based on service quality and product quality. In this study, three methods were used: the Customer Satisfaction Index to determine the customer satisfaction index value, Service Quality to determine the gap value of each dimension and its attributes, and Importance Performance Analysis to identify which attributes should be prioritized for improvement. This study aims to determine whether the quality of food and service can affect customer satisfaction at Warung Makan Pink. After calculations using the three methods, a relatively high Customer Satisfaction Index (CSI) value was obtained, namely 84.69% for product quality attributes and 87.34% for service quality attributes. Because the values were considered too high, another method was used, namely Servqual, which showed a negative gap in several attributes. The negative gap values exceeded -0.5 for the attributes Number of Menu Packages Offered (M5), Suitability of Food Portions for Each Purchase (M9), and Employees Explaining Food/Drink Menus to Customers (P18). In the Importance Performance Analysis (IPA) method, only one attribute fell into quadrant 1, which is Employees Explaining Food/Drink Menus to Customers. (P18). Improvement recommendations include the Features dimension for the attribute Number of Menu Packages Offered (M5) and the Conformance dimension for the attribute Suitability of Food Portions for Each Purchase (M9). Additionally, within the Empathy dimension, there is one attribute with a high gap value, namely Employees Explaining Food/Drink Menus to Consumers (P18), which is also important in the IPA method.