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

  • Chusnul Chotimah Departement of Management, Faculty of Economic and Business, Narotama University
  • Agus Baktiono Departement of Management, Faculty of Economic and Business, Narotama University
  • Elok Damayanti Departement of Management, Faculty of Economic and Business, Narotama University
Keywords: : brand image, product quality, price, distribution strategy, Importance-Performance Analysis

Abstract

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.

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Published
2019-11-21
Section
Articles