Kepuasan Konsumen dan Analisis Sensitivitas Harga Produk Madu Pramuka di PT. Madu Pramuka

Abstract

The success of PT. Madu Pramuka in its modern honeybee farming business has encouraged the emergence of many varieties of similar products, thus it leads to more competitive market conditions. The purposes of the study were to analyze the importance level and attribute performance of the product, to analyze the level of customer satisfaction, and also to analyze the price sensitivity of the Pramuka Honey Product. The research methods that used were Importance Performance Analysis (IPA), Customer Satisfaction Index (CSI), and Van Westendorp method approach method. Based on the Importance Performance Analysis, attributes included in the first quadrant, wich are the first priority attributes that its performance should be fixed and improved, were the ease of obtaining product and the information on the packaging. Attributes included in Quadrant II, which are attributes that its quality should be mantained, were the flavors, the benefits and the authenticity of the product. From the analysis of Customer Satisfaction Index, a value of 78.63 was obtained indicating that consumers of Pramuka Honey were satisfied with the product. Based on the analysis of price sensitivity, the price of super Pramuka honey in size 650 ml which is Rp110 000, was in acceptable price range, that is bound on the lower end by Rp105 000 and on the upper end by Rp115 000.