ANALISIS KEPUASAN DAN LOYALITAS KONSUMEN TERHADAP ATRIBUT TAHU TOP SUMEDANG (Suatu Kasus di Kedai Tahu Top Sumedang)

Abstract

Sumedang Tofu is one of the special food Sumedang city is starting cultivated in various cities
particular region. This study aims to analyze the level of customer satisfaction and customer loyalty to
the attribute level the top Sumedang tofu. Attributes analyzed are taste, color, aroma, and texture. This
study uses survey methods, site selection purposively selected with the consideration that the shop top
Sumedang tofu producer strategic places of business. The selection of respondents using accidental
sampling method by the number of respondents was 100 respondents. Acquisition of data derived from
primary data and secondary data. Analysis tool is Importance Performance Analysis (IPA), Customer
Performance Analysis (CSI) and pyramid loyalty. Importance Performance Analysis Based on the
analysis, attributes that should be maintained is the taste and texture, while the attributes in terms of
color and aroma should be further enhanced performance. Based on the analysis of CSI, store of top
tofu Sumedang able to satisfy customers by 95.53%. The results showed that consumer loyalty
pyramids that reach the highest levels is Satisfied Buyer with a percentage of 87%. The value of each
level of the Buyer Price by 58%, Liking the brand by 62%, 53% Habitual Buyer and Buyer Commited
by 28%. Overall respondents were satisfied and loyal with the attributes provided by the shop top
Sumedang tofu, it is evidenced by CSI and satisfied buyers value high.