Analisis Tingkat Kepuasan Dan Loyalitas Konsumen Terhadap Penyedia Sarana Produksi Pertanian (CV. Sumber Jaya Agro Makmur Desa Bangkok, Kediri)

Santoso, Luthfi Novian Dhini Hari (2026) Analisis Tingkat Kepuasan Dan Loyalitas Konsumen Terhadap Penyedia Sarana Produksi Pertanian (CV. Sumber Jaya Agro Makmur Desa Bangkok, Kediri). Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

Understanding the level of customer satisfaction is a strategic factor in maintaining business continuity amidst increasingly competitive competition and the risk of customer switching to competitors. This study aims to formulate a performance strengthening strategy based on the analysis of customer satisfaction and loyalty at CV. Sumber Jaya Agro Makmur. The methods used include Importance Performance Analysis (IPA), Customer Satisfaction Index (CSI), and descriptive analysis. The results of the study showed an IPA value of 96.16%, which indicates that the company's performance has not fully met customer expectations, as indicated by the existence of attributes in quadrant I as the main priority for improvement. The CSI value of 78.4% indicates that customers are in the satisfied category and the level of customer loyalty is high with a percentage of Committed Buyers of 80%. Performance improvement strategies that can be implemented include regular customer satisfaction evaluation, Human Resource development through performance evaluation, implementation of a digital cashier system to improve operational efficiency and stock control, promotion optimization, customer loyalty programs, and utilization of online markets to expand the market and improve customer satisfaction in a sustainable manner. Key words : Customer Satisfaction Index (CSI); Importance Performance Analysis (IPA); consumer satisfaction; consumer loyalty; performance improvement strategies.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Mubarokah, Mubarokah	NIDN0714116201	mubarokah@upnjatim.ac.id
Thesis advisor	Laily, Dona Wahyuning	NIDN0710088303	dona.wahyuning.agribis@upnjatim.ac.id

Subjects:

S Agriculture > S Agriculture (General)

Divisions:

Faculty of Agriculture > Departement of Agribusiness

Depositing User:

LUTHFI NOVIAN DHINI HARI SANTOSO

Date Deposited:

13 Jul 2026 06:45

Last Modified:

13 Jul 2026 06:45

URI:

https://repository.upnjatim.ac.id/id/eprint/55261