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Della Amelia
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Journal : Jurnal Agroindustri Berkelanjutan

 1 
ANALYSIS OF IMPORTANCE AND PERFORMANCE LEVELS AND CONSUMER SATISFACTION TOWARD CASSAVA CHIPS PRODUCTS AT ROBBANI SNACK MSME Nurainy, Fibra; Setiawan, Teguh; Satyajaya, Wisnu; Amelia, Della
Jurnal Agroindustri Berkelanjutan Vol 4, No 1 (2025)
Publisher : Jurusan Teknologi Hasil Pertanian

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23960/jab.v4i1.10747

Abstract

Robbani Snack was a micro, small, and medium enterprise (MSME) located in Gading Rejo District, Pringsewu Regency, Lampung. It was established in 2010 and operated in the snack food sector. At the time, Robbani Snack’s cassava chips experienced a decline in sales (slow-moving), and in some cases, they were sold close to their expiration dates. This condition indicated the need for an analysis of the importance and performance level of product attributes, as well as consumer satisfaction, in order to determine improvement priorities and enhance competitiveness. The study aimed to identify consumer characteristics, analyze the importance and performance levels, and assess consumer satisfaction with Robbani Snack's cassava chips product based on the 4P marketing mix (product, price, promotion, and place). This research employed descriptive analysis, Importance Performance Analysis (IPA), and Customer Satisfaction Index (CSI) to achieve its objectives. The results based on the IPA showed that the attributes in quadrant I (top priority) included uniformity of shape, packaging design, and ease of product availability. Attributes in quadrant II (maintain performance) included taste, crispiness, halal label, expiration date, price, and the location and convenience of purchase. Attributes in quadrant III (low priority) included flavor variants, color, packaging size, social media advertising, and specific discount offers, while quadrant IV (excessive) included thickness and discount offers during certain events. The Customer Satisfaction Index (CSI) calculation showed a consumer satisfaction level of 77.02%, indicating that the product had met consumer expectations. Keywords: Cassava chips, IPA, CSI
ANALYSIS OF IMPORTANCE AND PERFORMANCE LEVELS AND CONSUMER SATISFACTION TOWARD CASSAVA CHIPS PRODUCTS AT ROBBANI SNACK MSME Nurainy, Fibra; Setiawan, Teguh; Satyajaya, Wisnu; Amelia, Della
Jurnal Agroindustri Berkelanjutan Vol. 4 No. 1 (2025)
Publisher : Jurusan Teknologi Hasil Pertanian

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23960/jab.v4i1.10747

Abstract

Robbani Snack was a micro, small, and medium enterprise (MSME) located in Gading Rejo District, Pringsewu Regency, Lampung. It was established in 2010 and operated in the snack food sector. At the time, Robbani Snack’s cassava chips experienced a decline in sales (slow-moving), and in some cases, they were sold close to their expiration dates. This condition indicated the need for an analysis of the importance and performance level of product attributes, as well as consumer satisfaction, in order to determine improvement priorities and enhance competitiveness. The study aimed to identify consumer characteristics, analyze the importance and performance levels, and assess consumer satisfaction with Robbani Snack's cassava chips product based on the 4P marketing mix (product, price, promotion, and place). This research employed descriptive analysis, Importance Performance Analysis (IPA), and Customer Satisfaction Index (CSI) to achieve its objectives. The results based on the IPA showed that the attributes in quadrant I (top priority) included uniformity of shape, packaging design, and ease of product availability. Attributes in quadrant II (maintain performance) included taste, crispiness, halal label, expiration date, price, and the location and convenience of purchase. Attributes in quadrant III (low priority) included flavor variants, color, packaging size, social media advertising, and specific discount offers, while quadrant IV (excessive) included thickness and discount offers during certain events. The Customer Satisfaction Index (CSI) calculation showed a consumer satisfaction level of 77.02%, indicating that the product had met consumer expectations. Keywords: Cassava chips, IPA, CSI
Co-Authors , Abdullah A. Fadhil Desafa Adrial, Rico Afdhal Muttaqin Alimin Mahyudin Aliya Shafina Augusta Sudjarwo Alyssa Chaerunnisa Angga Hadiapurwa Anisa, Desy Arif Budiman Arif, Mutiara Salsabillah Arwan, Juwintar Febriani Astuti Aulia Suhesty Azzahra, Aulia Bayu Setyo Nugroho Bayu Setyo Nugroho Budi Setiawan Cinta Repelino, Betari Dahyunir Dahlan Dedi Mardiansyah Deni Kurniawan, Deni Dian Fitriyani Divani Agustin Dody Setyadi Dwi Pujiastuti Dwi Puryanti Elvaswer Emilzoli, Mario Fadlillah, Ahmad Fajar Fakhri Nur Deharsena Feriska Handayani Fibra Nurainy Fiqi Diyona Firly, Shabran Ghazi Nabil Fitri Mudia Sari Ghifari, Yudis Haldis Alvaro Haliza Widiya Utami Hanifa, Azrina Harnovinsah Harnovinsah Ikanubun, Lucia Ekawati Ikhsan Muhamad Mudjenan Imam Taufiq Intan Muslimah Iskandar, Ali Khaila Fahranie, Hamdah Laksmi Dewi, Laksmi M. Ali Shafii Meqorry Yusfi Muhammad Widi Permana Mulyadi, Dadi Murthi, P. Indra Naila Adisti Rahmah Najla Aulia Achmad, Fathiya Nini Firmawati Noor Fadiawati Novianto, Galih Dwi Nurrohman, Mohammad Nazwan Oktawati, Nurul Olly Norita Tetra Paraswati, Dila Ayu Permana, Erwin Purba, Anggun Trianita Kencana Rafii, Rahmat Ramacos Fardela Ratu Betta Rudibyani Ridho, Aisyatur Rienovita, Ellina Rifqi Irwandika Riyan Dwi Cahyo Rohmah, Faisatur Rudi Susilana, Rudi Sabrina Annastasya Salsabila Zhafirah Ramadhani Salsabila, Fakhira Sekar, Roro Sela Sarmila Shava Nadhira Sipayung, Amy Theresia Sri Artati Waluyati, Sri Artati Sri Handani Sri Marhaeni Salsiyah Sumarli, Inda Teguh Setiawan Trengginas Eka Putra Wahu Imam Rajani Wisnu Satyajaya Wulanatta, Wahyuni Zainal Arifin Zhafira Taufik, Alifia Zilrahmi, Zilrahmi Zozy Aneloi Noli Zulfi