ANALYSIS OF CUSTOMER SATISFACTION WITH PRODUCT INNOVATION OF BANANA CHIPS AT UMKM SALWA BINTANG IN TRIMOMUKTI WITH IPA AND CSI METHODS

ABSTRACT

Product innovation is one way that can be used to influence consumer buying interest, where innovation is defined as the creation of new ideas, which are different from previous products. This study aims to determine the level of customer satisfaction with product innovation at UMKM Salwa Bintang in Trimomukti. This type of research is descriptive quantitative research, the sampling method used is non probability sampling with accidental sampling technique. The data analysis technique uses the Importance Performance Analysis (IPA) and Customer Satisfaction Index (CSI) methods. Based on the Importance Performance Analysis (IPA) analysis, the quadrant that needs to be prioritized for improvement is quadrant I, namely UMKM Salwa Bintang offers product variants that are in accordance with consumer needs and tastes. Calculation of the Customer Satisfaction Index (CSI). At UMKM Salwa Bintang obtained a result of 82.61%, which means that consumers are very satisfied with the product innovation provided by UMKM Salwa Bintang.

Keywords: Importance Performance Analysis (IPA) Customer Satisfaction Index (CSI)

, Product Innovation.