Analysis of Consumer Satisfaction Level of Ornamental Fish in Jatinegara Ornamental Fish Market

Abstract

This study aims to analyze the characteristics possessed by consumers and the level of consumer satisfaction in the Jatinegara Ornamental Fish Market and analyze the main variables that most affect the level of consumer satisfaction. Data collection and processing will be carried out in August – September 2023 located in Jatinegara District, East Jakarta. The research method used is the case study method, with a sampling technique that is purposive sampling. The data analysis used is the Customer Satisfaction Index (CSI). The results of this study found that consumer characteristics in the Jatinegara Ornamental Fish Market were dominated by the majority of consumers with an age range of 41-64 years with the majority of the last high school education. The majority of consumers work as private employees with the majority of monthly income of Rp 3,000,000 – Rp 5,000,000. Consumers have made purchases three times per month at the Jatinegara Ornamental Fish Market. These market consumers come from various districts in the East Jakarta Region, including Makassar District, Matraman District, Cakung District, Jatinegara District, Duren Sawit District and Pulo Gadung District. The Customer Satisfaction Index (CSI) value of 61.4% in the category is classified as satisfied. The main variable that most affects consumer satisfaction is the product quality variable.