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Iriani Iriani
Department Of Industrial Engineering, Universitas Pembangunan Nasional “Veteran” Jawa Timur, Surabaya 60294, Indonesia
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Journal : Journal of Humanities and Social Studies

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ANALYSIS OF CUSTOMER SATISFACTION LEVELS USING THE CSI METHOD AND SWOT ANALYSIS Femmy Ramadha Lumantya; Didi Samanhudi; Iriani Iriani
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol 7, No 3. (2023): JHSS (Journal of Humanities and Social Studies)
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jhss.v7i3.8178

Abstract

The increasing existence of coffee shops with various interesting concepts supported by unique beverage variations makes every coffee shop owner face tough competition. This study aims to determine the level of customer satisfaction, including marketing mix (7P) product, price, place, promotion, people, process, and physical evidence, to determine marketing strategies using the SWOT method at the XYZ coffee shop. This study uses the CSI and SWOT methods. Based on the results of CSI calculations, a satisfaction value of 72.01% is obtained; this indicates that the customer is satisfied. Whereas in the SWOT analysis, Coffee Shop XYZ occupies Quadrant I, which means the company has strengths to take advantage of and maximize existing opportunities. The strategy that the Titik Koma Tenggilis coffee shop can take is to maximize online sales and marketing by adding Tiktok as a digital marketing medium and holding a reward point program for customers with member cards
Co-Authors Adiancha Reival Atvidi Amanullah Fathurrahman Didik Samanhudi Doddi Yusuf Ramadhan Dwi Sukma Donoriyanto Dwi Sukma Donoriyanto Enny Aryanny Erlina Purnamawati Femmy Ramadha Lumantya Handoyo Handoyo Irma Dian Mega Cattleya Prameswari Annissaa Islami Muhamad Dirang Pramesty Puteri Pertiwi Redi Prasetiyo Rizky Setiawan Shuhuvim Mukarromah Sumiati Sumiati Viranty Bina Anggraeni Yekti Condro Winursito