Analysis of Consumer Satisfaction with Product Quality, Service and Prices at Gundaling Farmstead Karo District, Indonesia

Adrina Maulida Puti, Ma’ruf Tafsin and James Hellyward
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Adrina Maulida Puti: Master of Animal Science Program, Faculty of Agriculture, University of North Sumatra, Jl. Prof. Dr. Sofyan No. 3 Usu Campus Medan, North Sumatra, 20155
Ma’ruf Tafsin: Department of Animal Husbandry, Faculty of Agriculture, University of North Sumatra, Jl. Prof. Dr. A. Sofyan No. 3 Usu Campus Medan, North Sumatra, 20155
James Hellyward: Department of Animal husbandry, Faculty of Agriculture, University Andalas, Limau Manis, Kec. Pauh, Padang, West Sumatera 25175

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 9, 1075-1084

Abstract: This research was conducted on consumers who bought products at Gundaling Farmstead, Indonesia. The aim of this research was to determine the level of consumer satisfaction with product quality, service quality and prices at Gundaling Farmstead, the conformity between consumer expectations and company performance and to find out the dimensions that must be improved to increase Gundaling Farmstead consumers’ satisfaction. Respondents consisted of 100 consumers using a questionnaire containing 25 research attributes. Data were analyzed descriptively using Importance Performance Analysis (IPA) and Customer Satisfaction Index (CSI). The research results show that based on the IPA analysis, it is concluded that the attributes that have a high level of importance but whose performance is still considered low are packaging that protects the product, strategic location and attractive spatial design. The Customer Satisfaction Index value is 75.0%, which means it is satisfactory. Thus, the overall attributes of Gundaling Farmstead Karo Regency can be stated to have satisfied consumers.

Date: 2024
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