Analisis Tingkat Kepuasan Pelanggan Terhadap Produk Minyak Kayu Putih Produksi Perum Perhutani

Abstract

The recognition of customer satisfaction is one of the most important factor to be evaluated, so that the company can retain customers to consum its product. The research aims to Assess the customer's decision and response to the attributes of eucalyptus oil of Perum Perhutani, analyze the customer satisfaction levels and mesuring level of services provided by Perum Perhutani, and provide input to the Perum Perhutani so as to provide customer satisfaction in the future. The methods of collectiong data used in this research was survey method by filling out the questionnaire as a method of quantitative data and qualitative interviews as data, stakeholders interview, and questionnaires distributing to the respondents. The data which have been collected then processed using Microsoft Excel and SPSS software version 16.0. The level of customer satisfaction was measured by using the method of Importance Performance Analysis (IPA) and the Customer Satisfaction Index (CSI). Results show that most of customer are enterprise company which engaged in the trade sector, with the amount of labor from 5 to 99 workers, and has a turnover of Rp. 100 million s / d Rp 3 billion per year. Customers largely got information about eucalyptus oil from peer, who used them in a size of 100 - 1000 kg. Customers buy eucalyptus oil to Perhutani because of its best quality and the scent of eucalyptus oil are typical and unique. Based on the results of Importance Analysis Peformance there are five attributes that are in Quadrant I (High Priority), namely the availability of access to information, easy to get the contract, availability of product in time, fast in serving the administration, and many people consume. In Quadrant II (Preserved Achievement) have nine attributes, namely aroma, composition of product quality, brand image, prices received in accordance with acceptable quality, easy of payment, service quality, telephone communications, and fulfillment of contracts according to schedule (time delivery). There are seven attributes in Quadrant III (Low Priority) namely type of packaging, transaction space facilities, communications by internet, faximille, mail, prestigious, cost and time to get the product easily. In Quadrant IV (Excessive) only have colour attribute. The research show that the value of CSI is 73.68%, in the range of 66 - 80 %, meaning that the overall attributes of eucalyptus oil of Perum Perhutani satisfying its customers.