Analysis of Satisfaction Consumers Beef Jerky Using IPA (A Case Study in Banda Aceh, Aceh Province - Indonesia)

Abstract

Beef jerky in Banda Aceh has its own characteristic from other beef jerky trade that exists in others areas in Aceh Province and Indonesia Region, so its necessary to produce the beef jerky in accordance with the wishes and expectations of consumer on the market. Hence, is beef jerky product development in Banda Aceh are able to meet the needs and desires of consumers on the market. The purpose of this research is to develop beef jerky product in Banda Aceh relevance with the needs and desires of consumers on the market, by using Importance and Performance Analysis method. Here, consumers are involved from two middle scale of livestock industries, they are Blangrakal and Gunung Seulawah. The result of the research is the level of customer satisfaction of the beef jerky product in both beef jerky of livestock industries in Banda Aceh, still low from 100% ie 57.64%. so that the level of concordance between the satisfaction (performance) of both beef jerky industries and expectations (importance) of consumers overall still below expectations (importance) of consumers. The value of the importance (Y) = 4.67 and performance (X) = 2.69 to the position at First Quadrant (Q1) namely the First Priority (Concentrate Here), they are 1) ADS Business Actor gives freedom to the consumer to submit complaint of product / service and finish it well, 2) provide the right guidance and education to consumers via seminars, talk shows, training, workshops and so on, 3) an increase in the frequency of purchase of products/ services by consumers, 4) easy of payment technical products/ services by consumers, 5) consumers get discounts on products / services.

Keywords: Beef Jerky, Livestock industry, Satisfaction Consumers