<![CDATA[Consumer satisfaction is a strategic aspect to maintain business sustainability and customer loyalty. This study aims to formulate a performance strengthening strategy based on customer satisfaction analysis at CV. Sumber Jaya Agro Makmur. The research methods include Importance Performance Analysis (IPA), Customer Satisfaction Index (CSI), and descriptive analysis. The results showed an IPA value of 96.16%, indicating that the company's performance has not fully met consumer expectations, supported by the presence of attributes in quadrant I as the main priority for improvement. A CSI value of 78.4% indicates that consumers are in the satisfied category. Overall, the performance strengthening strategy includes regular customer satisfaction evaluation, Human Resources development through performance evaluation, implementation of a digital cashier system, promotion optimization, customer loyalty programs (membership), and utilization of online marketplaces to expand the market and increase customer satisfaction sustainably.]]>
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