Customer Satisfaction and Proximity Analysis of White Bread Product in Malang City
Jaya Mahar Maligan, Niar Nur Afwa Harisa

Agricultural Product Technology Department
Agricultural Technology Faculty
Brawijaya University - Malang

Abstract

The big number of UMKM in Malang shows the high competition and give an opportunities for producers to make quality improvements based on consumer needs. Therefore, bakery industries should know what consumers want and need to increase the sale of bakery product. This study aims to knowing and analyse knowing satisfaction consumer rate and proximity of white bread product that sale on Malang City based on consumer opinion. Customer satisfaction measure by using Importace Performance Analysis (IPA) method and Customer Satisfaction Index / CSI. The proximity of each product was measured by using Multidimensional Scalling / MDS. CSI result was 67%, indicate that consumer are satisfied with the product. MDS analysis showed that there was proximity between four product groups namely group I (sample 864 and 126), group II (sample 911 and 714), group III (sample 949, 141, and 593), and group IV (sample 548, 209, and 739) on all observed attributes. Similarities of each sample also could be observed by measuring the distance between two samples nearby. The smaller distance meaning that two samples are similar. The distance between sample 911 and 126 was closest, so this samples are considered similar.

Keywords: CSI, IPA, MDS, White Bread

Topic: AGROINDUSTRIAL PRODUCTION SYSTEM MANAGEMENT AND REGULATION