Customer satisfaction and proximity analysis of white bread product in Malang City - East Java Province, Indonesia

Abstract

A considerable number of SMEs in Malang leads to high competition and allows producers to improve quality based on consumer needs. Therefore, bakery industries should know what consumers want and need to increase the sale of their products. This study aims to knowing and analysing consumer satisfaction rate and proximity of white bread products that are sold in Malang City based on consumer opinion, so the bakeries could increase the organoleptic quality of their products. Customer satisfaction was measured using the Importance Performance Analysis (IPA) method and Customer Satisfaction Index (CSI). The proximity of each product is measured by using Multidimensional Scaling (MDS). Customer satisfaction values based on IPA analysis are high in both consumer interest and consumer satisfaction. So it is concluded that consumers are satisfied with the product. Customer satisfaction value based on CSI (67%) also shows that consumers are satisfied with the product. MDS analysis shows that there is the 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 can be observed by measuring the distance between two samples nearby. The smaller distance meaning that the two samples are similar. The distance between sample 911 and 126 is the closest, so these samples are considered similar.