Customer Satisfaction and Loyalty Analysis Horticultural Seeds Production in PT Tunas Agro Persada

Abstract

Customer satisfaction is a feeling of satisfaction or disappointment between the perceived performance of a product and customer expectations. Customers will consider the brand and quality of a particular company to compare with equivalent products. The need for seeds increases every year, creating an opportunity for seed companies to create superior seeds and maintain customer trust. The aim of this research is to analyze the level of customer satisfaction, analyze customer loyalty, analyze the promotional mix to obtain a promotional strategy according to customer desires. Primary data was obtained from the results of customer questionnaires for Tunas Agro seed products for at least 2 years and secondary data was obtained from literature studies. The analytical methods used include Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA), and Promotion Mix. The variables used in this research are Product, Price, Service and Loyalty variables. The CSI test results show a satisfaction level of 87.49%, including very satisfactory criteria. Analysis of customer loyalty has a level of conformity to the loyal attributes of 69%, consistency of 78% and repeat purchases of 89%. The conformity level <100% is included in the unsatisfactory category. Promotion mix analysis needs to be improved in advertising in the form of print media, sales promotion with discounts, additional product quotas in personal selling and public relations and publicity evaluation of partner stalls that has partnership in product sales.