Ratri, Windi Ayu Eka and Budiraharjo, Kustopo and Mukson, Mukson (2023) Analysis of Customer Satisfaction in Relation to Price, Product Quality and Service at Raja Bunga Anggrek Bandungan, Semarang Regency. AGROMEDIA: Berkala Ilmiah Ilmu-Ilmu Pertanian, 41 (2): 15. pp. 1-15. ISSN 2721-3080

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Abstract

Public interest in ornamental plants makes the potential for business people to develop their business. Business actors need a key defense to fight increasingly fierce business competition, namely in the form of customer satisfaction. Customer satisfaction can be known by understanding what the customer wants.The study aims to analyze the level of customer satisfaction in terms of price, product
quality and service quality, analyze the performance attributes that affect customer satisfacion and analyze customer satisfaction factors. This was a case study with non-probability sampling using
accidental sampling that conducted in Raja Bunga Anggrek Bandungan, Semarang Regency. The data were analyzed used Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA) and multiple linear regression analysis. This study shows that the characteristics of customers at Raja Bunga Anggrek are mostly 41-50 years old. The majority of customers have purchased as much as two to five times. Raja Bunga Anggrek customers have an average income between Rp2000.000-Rp4000.000 per month and customers spend around Rp150.000-Rp.500.000 for each purchase. The type of orchid flower that’s often purchased is the Vanda type. The main reason customers buy orchids at Raja Bunga Anggrek is because the prices are affordable according to the customer's point of view. The results showed that Raja Bunga Anggrek's customer satisfaction was classified as very satisfied at a value of 80.41. The performance attributes that affect customer satisfaction are divided into four quadrants where quadrant I has one attribute, quadrant II has 10 attributes, quadrant III has three attributes and quadrant IV has one attribute. The results of multiple linear regression analysis show that price, product quality and service quality have a simultaneous and partial effect on customer satisfaction.
Keywords: price; product; satisfaction; service

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