Sikap dan Kepuasan Pelanggan terhadap Atribut Produk Jamur Enoki di Jabodetabek

Abstract

Jamur enoki semakin populer seiring berkembangnya tren kuliner Asia Timur dan minat konsumsi makanan bergizi. Namun, ketersediaannya masih terbatas akibat ketergantungan pada impor. Penelitian ini bertujuan menganalisis proses keputusan pembelian, sikap konsumen, dan kepuasan pelanggan terhadap jamur enoki di Jabodetabek. Sampel sebanyak 100 orang ditentukan menggunakan metode non-probability sampling melalui pendekatan purposive sampling pada responden berusia minimal 18 tahun yang pernah mengonsumsi jamur enoki merek Xuerong dan Super Fruta, serta quota sampling berdasarkan wilayah penelitian. Analisis data menggunakan analisis deskriptif, Multiatribut Fishbein, Customer Satisfaction Index (CSI), dan Importance Performance Analysis (IPA). Hasil sikap konsumen kedua merek adalah positif. Tingkat kepuasan pelanggan pada merek Xuerong adalah sangat puas dengan nilai CSI sebesar 80,37%, sedangkan pada merek Super Fruta adalah puas dengan nilai CSI sebesar 78,92%. Atribut yang perlu ditingkatkan pada merek Xuerong adalah informasi pada kemasan dan pada merek Super Fruta adalah harga, informasi pada kemasan, dan ketersediaan.

Enoki mushrooms have become increasingly popular due to the growing trend of East Asian cuisine and consumer interest in nutritious foods. However, their availability remains limited because of import dependence. This study aimed to analyze the purchasing decision process, consumer attitudes, and customer satisfaction toward enoki mushrooms in the Greater Jakarta area. A total of 100 respondents were selected using non-probability sampling through purposive sampling of individuals aged at least 18 years who had consumed Xuerong and Super Fruta enoki mushrooms, and quota sampling based on the study area. Data were analyzed using descriptive analysis, the Fishbein Multiattribute Model, Customer Satisfaction Index (CSI), and Importance Performance Analysis (IPA). The results showed positive consumer attitudes toward both brands. The level of customer satisfaction with the Xuerong brand was categorized as very satisfied with a CSI value of 80.37%, while the Super Fruta brand was categorized as satisfied with a CSI value of 78.92%. The attribute requiring improvement for the Xuerong brand was packaging information, while for the Super Fruta brand the attributes were price, packaging information, and product availability.