ANALYSIS OF CUSTOMER SATISFACTION OF KINGKOIL MATTRESS PRODUCTS BASED ON CUSTOMER PERCEPTION USING IMPORTANCE PERFORMANCE ANALYSIS (IPA)

ABSTRAK This study aims to analyze customer satisfaction based on perceptions of brand image, product quality, price, promotion, and distribution. This research was conducted at KingKoil Mattress Boutique Tunjungan Plaza Surabaya. Data collection was carried out to support this study using convenience sampling techniques for 50 respondents and fill out questionnaires. The method used in this study is Importance Performance Analysis (IPA). Based on the results of Importance Performance Analysis, the level of performance and the customer satisfaction are very satisfactory with an average value above 93.75%. This means customers are very satisfied.


INTRODUCTION Background
PT. Primantara Duta Abadi is a company engaged in the business of spring beds . Developments in the business world of Mattress / Springbed are very rapid. Various modern innovations and technologies are used by various brands of Mattress / springbed. Kingkoil is a well-known Mattress product brand in the USA that is one of the pioneers by using modern technology and sophisticated machines to produce a spring honeycome pocket coil that is perfect for someone who wants to have the most comfortable sleep quality. To be the best, one of the things that needs to be considered is the brand image, product quality, price, promotion, and distribution of Kingkoil brand Mattress products that aim to increase sales.
Mattress Kingkoilis a brand that has atrack record trusted. Mattress is Kingkoilwidely used by 5star hotels throughout Indonesia. In addition to superior quality, Mattress Kingkoilalso has a variety of types and sizes that certainly adjust the needs. Not only product quality and prices are taken into consideration but also the quality of service. In direct proportion to superior and classy products, Mattress Kingkoilalso has excellent service. An example is Mattress Kingkoil has a warranty for damage for 10 years, besides that complaints are also responded to well. Mattress Kingkoil also spoils consumers with range of a wideprices, sizes and types. That way, Mattress is Kingkoilsuitable for all levels of society. Kingkoil has a distribution network through Exclusive Boutiques in shopping centers, counters spread in Department Stores, AGM Boutique (American Giant Mattress), and furniture stores which have become official agents for Kingkoil product sales throughout Indonesia.
Competition in mattress products on the market has been quite stringent among competing brands, where each brand seeks to win the hearts of consumers by offering various advantages of each.

Types Data
Types used in this study are primary data and secondary data. Primary data is obtained through interviews with respondents or consumers using a questionnaire about consumption behavior and consumer preferences for brand image, product quality, price, promotion, and distribution on Mattress Kingkoil. Secondary data obtained from reports and records in the Kingkoil Boutique in Surabaya Data Sources Data sources were taken by researchers based on data available atBoutique Mattress KingKoilat Tunjungan Plaza Surabaya, through a data base available to consumers who have made purchases in Boutique mattress KingKoil Surabaya. Data Collection Technique The technique of determining samples for consumer respondents Mattress Kingkoilis atechnique Purposive Sampling is one of the non random sampling sampling techniques where the researcher determines sampling by specifying specific characteristics that are suitable with the research objectives so that it is expected to answer the research problems. where samples are taken from consumers who shop at the boutique or have shopped at the place. The number of respondents involved in this study were 50 individuals. Those who provide information are: Supervisor, Head of Shop, and Marketing sales.

Variables and operational definitions Operational
Definitions Operational definitions are an explanation of the variables that have been identified, therefore an operational definition of each of these variables is required, among others, determining criteria such as the formulation ofpurchasing criteria Mattress Kingkoilas a result of interviewing informants who were at that location to find out the extent to which the criteria of consumers who buy the Mattress . Price is the amount (monetary unit) and / or other aspects (non monetary) that contain certain utilities or uses to obtain a product, Tjiptono, et.al (2008: 465). 4. Promotion promotion is a form of marketing communication. What is meant by marketing communication is marketing activities that try to disseminate information, influence / persuade, and / or remind the target market of the company and its products to be willing to accept, buy, and be loyal to the products offered by the company concerned. Tjiptono (2008: 219). 5. Distribution distribution can be interpreted as marketing activities that seek to facilitate and facilitate the delivery of goods and services from producers to consumers, so that their use is in accordance with what is needed (type, amount, price, place and when needed). Tjiptono (2008: 185).

Analysis Technique Attribute Analysis
Data obtained are analyzed by the Impotance Performance Analysis (IPA) model to show the variables of the product that are considered important by consumers. In the method of Impotance Performance Analysis (IPA) the model of the level of performance of companies that can provide customer satisfaction values is stated by the letter X, while the letter Y shows the level of importance of consumers. For the level of importance used the Likert scale, this analysis can also answer how the level of consumer preference for the product consumed.

Kategory
Score Level of Importance Level of Satisfaction  Based on the table above shows that men are 20 (40%) people while women are 30 (60%) people. Source : Auther, data processed ,2019 Age characteristics of respondents divided:

Interest Rate Analysis and Attribute Performance Level of Kingkoil Mattress
The level of conformity is used as a benchmark for service quality attributes from seeing the highest attribute to the lowest so it is easier to see which attributes are the priority of the company. The data used uses twenty attributes (20)

E-ISSN: 2656-1174
Source: questionnaire data processed by the author, 2019 Information : TKi = The level of suitability of the respondent Xi = Company performance rating score Yi = Scoring assessment of company interest Kingkoil Mattress provides comfortable sleep benefits and quality so it has a suitability level of 105.19 percent. Sleep quality provided by Kingkoil Mattress is able to make customers comfortable. Kingkoil mattress is able to maximize or improve the quality of its performance.

Importance-Peformance Analysis
the results of the test data are the average level of performance and level of expectation Source : questionnaire data processed by the author, 2019 Information : (1) X = Average level of performance score Y = Average level of importance score n = Total respondent Fomula : (2) ̿ = The average of the total average weight level performance ̿ = The average of the total average weight level of importance = Many attributes that can affect satisfaction Cartesian diagrams show that the attributes that affect customer satisfaction are in quadrant I, II, III, IV with the following explanation. The buff did not really make an important impression in the promotion that was done by cheating even though the management promoted it in an interesting way. The value of 93.75% is obtained from the total performance value of 210 and the expected value of 244 4. Quadrant IV (Excessive) In this quadrant the kingkoil mattress has a distribution network in various big cities (101.79% conformity rate) [18] The distribution network in various major cities has been dominated by oil press but it is not important for customers because the quality has been proven and many customers like the product. This value is obtained from total 227 performance values and expectation value 223

CONCLUSION
This research can be summarized as follows: 1. kingkoil gives the impression of a luxurious and prestigious mattress, the design mattress is very elegant, the durability of the mattress is very good, the price offered by the affordable matte mattress, kingkoil mattress provides the benefits and quality of comfortable sleep, the price offered by Kingkoil Mattress is in accordance with product quality, many choices When the size of the mattress is squeezed, the delivery of the Mattress is quick and timely, and it has a strong brand image. For attributes that are considered insignificant by the customer's importance and the treatment of the company is also mediocre, namely the promotion of frequent and attractive kicks, the Mattress customers are middle to upper class, the price offered by the mattress is in accordance with the service provided, the promotion of the event is in the form of events interesting exhibitions, promotional Mattress kingkoil in the form of attractive discounts, promotional kingkoil in the form of gifts / vouchers, the price offered by kingkoil mattress is affordable, kingkoil has a high selling value. 2. The average level of expectation according to the customer and including the important category and the highest is 2.37, while the only attributes offered by the affordable price Mattress are the lowest average. 3. The average level of compliance of customer satisfaction with company performance is 103.07%. The kingkoil Mattress attribute provides benefits and comfortable sleep quality is the highest attribute. While the lowest attribute is that the promotional attributes of kingkoil Mattress are often and interesting. Suggestion Based on the conclusions above, suggestions that can be used as material for consideration by the management in an effort to improve the quality of service to customer satisfaction in shopping for kingkoil Mattress.
1. We recommend that the management of the Mattress not pay attention to product quality and design, because quality and design are one of the keys to first impressions on customers when they want to shop at a snack Mattress 2. Management must maintain the quality of non-stick Mattress products. 3. For further research, it is expected to re-examine the role of performance and expectations in other companies.