Consumer Satisfaction for Branded Rice in Surakarta City, Indonesia

Document Type : Original Article

Authors

1 Department of Magister Agribusiness, Faculty of Agriculture, Universitas Sebelas Maret Jl. Ir. Sutami No. 36 A, Surakarta. Indonesia 57126

2 Department of Agribusiness, Faculty of Agriculture, Universitas Sebelas Maret Jl. Ir. Sutami No. 36 A, Surakarta. Indonesia 57126

Abstract

Rice is the most important commodity in Indonesia. The increase in rice consumption, as well as changes in rice consumer behavior in Surakarta, make this commodity worth monitoring. When it comes to purchasing branded rice, consumer preferences are influenced by rice attributes. Consumer satisfaction is produced as a result of attribute performance and importance, which can influence consumer loyalty to branded rice. The objectives of this study are to: (1) determine the level of conformity between expectations and performance attributes of branded rice using Importance Performance Analysis (IPA), and (2) determine consumer satisfaction with branded rice using the Customer Satisfaction Index (CSI). The analytical descriptive method was used in this study, with 100 respondents interviewed. The research was conducted in Surakarta City, including the sub-districts of Pasar Kliwon, Jebres, Banjarsari, Laweyan, and Serengan. The results show that there is a 94% average percentage of conformity between the level of importance and performance. According to CSI calculations, consumers are satisfied when purchasing branded rice in Surakarta, with a consumer satisfaction level of 72.718%. These findings can be used to develop strategies for producers to improve the quality of branded rice products.

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