Analysis of Factors Influencing Fresh Fish Consumer Satisfaction at Supermarket X, Bandung Regency

Abstract

This research is entitled Analysis of Factors Influencing Fresh Fish Consumer Satisfaction in Supermarket X, Bandung Regency. The purpose of this research was to determine what factors influence consumer satisfaction with fresh fish at Supermarket X in Bandung Regency. Supermarket X is one of the largest supermarkets in Bandung Regency, which provides basic needs products such as food ingredients for cooking including the availability of fresh fish. Data was obtained through a questionnaire distributed to 104 Supermarket X customers for 1 month, from mid-April to mid-May. The type of research used is descriptive research using a quantitative approach. To determine the value of each attribute using IPA analysis (Importance Performance Analysis), The results of this research show, in calculations using IPA (Importance Performance Analysis) the consumer satisfaction factor is divided into two, namely satisfied and disssatisfied. Satisfactory attributes are product performance, reliability, durability, conformance, price affordability, price compatibility with quality, price compatibility with benefits, tangible services, reliability, responsiveness, assurance and certainty, empathy, additional costs incurred and strategic location. While the unsatisfactory attributes, namely, the affordability of prices and the superior quality of fresh fish, are still inferior to other supermarkets.