KEPUASAN KONSUMEN TERHADAP ATRIBUT KUALITAS MINUMAN KOPI DI JAVA PREANGER COFFEE HOUSE BANDUNG

Abstrak

ABSTRAK
Penelitian ini bertujuan untuk mendeskripsikan karakteristik konsumen minuman kopi, kesesuaian
tingkat kinerja dengan kepentingan atribut kualitas dan tingkat kepuasan konsumen mengenai atribut
kualitas produk minuman kopi di Java Preanger Coffee House, Bandung. Penelitian didesain secara
kuantitatif dengan analisis Importance Performance Analysis dan Customer Satisfaction Index. Hasil
penelitian terhadap 62 orang responden menunjukkan bahwa (1) konsumen didominasi laki-laki,
berpendidikan sarjana, berusia 25-30 tahun, pekerjaan wiraswasta, tinggal di kota Bandung dan
berpendapatan di atas Rp5.000.000 per bulan; (2) Berdasarkan hasil perhitungan IPA, atribut yang
memiliki kepentingan tinggi dan kinerja yang memuaskan meliputi atribut rasa, kualitas, bahan baku,
kenyamanan tempat serta pelayanan. Atribut yang memiliki tingkat kepentingan yang tinggi namun
kinerjanya perlu ditingkatkan adalah atribut harga, aroma dan cara penyajian. Atribut yang memiliki
kinerja yang biasa saja serta tingkat kepentingannya rendah adalah atribut manfaat, tampilan fisik,
ukuran volume dan informasi menu. Sementara, atribut yang konsumen anggap kurang penting
pengaruhnya namun kinerjanya berlebihan adalah atribut variasi rasa. (3) Hasil perhitungan indeks
kepuasan konsumen menunjukan bahwa konsumen merasa puas atas kinerja atribut kualitas produk
secara keseluruhan. Perusahaan harus meningkatkan kualitas produknya sehingga sesuai dengan harga
yang ditawarkan, memberikan pelatihan kepada pramusaji, menggunakan teknik pengolahan kopi
yang lebih baik. Sedangkan untuk penelitian selanjutnya sebaiknya diteliti kegiatan pemasaran
promosi dan distribusi terhadap kepuasan konsumen

Kata kunci: kepuasan konsumen, atribut kualitas, Customer Satisfaction Index, Importance, Performance Analysis, kopi.

ABSTRACT
The aim of this research is to analyze consumers’ characteristic, the level of conformity between
importance and performance level of coffee’s quality attributes and the overall satisfaction level of
consumers towards quality attributes of coffee in Java Preanger Coffee House. Design of this research
is quantitative with 62 respondents. This research used descriptive analysis, Importance Performance
Analysis and Customer Satisfaction Index. Results showed 1) the major consumers in Java Preanger
Coffee House are men which age around 25-30 year old that have job in private sector. They live in
Bandung, have allowance per month more than Rp5.000.000 and have bachelor degree; (2) Based on
Importance Performance Analysis, attributes that have high importance and performance are taste,
raw material quality, convenience place, and service atrribute. Attributes that the performance should
be increased are price, flavor, and serving method. Attributes that have average performance and low
importance are benefit, physical appereance, coffee volume, and information menu. Attribute that has
low importance but has too much performance is variance of flavor; 3) The Customer Satisfaction
Index calculation showed that Java Preanger Coffee House consumers are overall satisfied with
performance of the coffee drinks quality attribute. Companies should improve the quality of their
products to match the price offered, providing training to waiters and using better coffee processing
techniques. Further research should be investigated the impact of distribution and promotion
marketing activities on customer satisfaction.

Keywords: customer satisfaction, quality attribute, Customer Satisfaction Index, Importance
Performance Analysis , coffee.