Rianto, Hana Linwan and Roessali, Wiludjeng and Prastiwi, Wahyu Dyah (2024) CUSTOMER SATISFACTION ANALYSIS ON QUALITY IN PURCHASE OF SOSRO BOTTLE TEA PRODUCTS IN SLEMAN DISTRICT, SPECIAL REGION OF YOGYAKARTA. Agriekonomika Universitas Trunojoyo Madura, 13 (1): 14. pp. 1-14. ISSN 2407-6260

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Abstract

This study aimed to analyze the level of consumer satisfaction with the product quality of Teh Botol Sosro in Sleman Regency and analyze the priority of product quality improvement that must be carried out by the company. The research method used was survey and interview. The sampling method used accidental sampling. The number of samples used was 100 samples determined by the Lemeshow formula. Primary data collection was carried out with offline interviews with 40 respondents and through online via google form with 60 respondents. Secondary data collection was obtained from previous research, journals, and literatur. The results showed that the value of the Customer Satisfaction Index (CSI) or consumer satisfaction was 80.9%, which means that consumers were satisfied with the quality of the Teh Botol Sosro product. Based on the Importance Performance Analysis (IPA) analysis, it was found that the product attribute that was the priority for improvement was packaging whose quality must be improved, namely freshness, taste, and aroma, and attributes that must be maintained for quality, namely information on content, expiration date, price, and product access.

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