ANALISIS KEPUASAN KONSUMEN TERHADAP TOKO IKAN SEGAR DI DESA SUMBER SARI KECAMATAN SEBULU KABUPATEN KUTAI KARTANEGARA

Abstract

Sebulu Subdistrict has 14 villages, one of which is Sumber Sari Village, which has two fresh 
fish shops: Jarwo Fish Shop and Bima Galipat Fish Shop. These two shops provide fresh fish 
products in addition to paying attention to the quality of their products and need to maintain 
customer satisfaction so that their fresh fish sales business continues to grow. Therefore, 
measuring customer satisfaction is required. This study aimed to analyze the level of customer 
satisfaction with fresh fish in Sumber Sari Village, Sebulu District, at Bang Jarwo Fish Shop 
and Bima Galipat Shop. The research method employed purposive sampling, with the following 
criteria: consumers of fresh fish shops who were over 17 years old and those who purchased 
fish more than once (subscription), resulting in a total of 64 respondents. Data analysis was 
performed using the Likert scale and Customer Satisfaction Index (CSI). The results showed 
that the Bang Jarwo Fish Shop obtained a CSI value of 73.44%, and the Bima Galipat Fish 
Shop obtained a CSI value of 66.88%. This value falls within the range of 60% < CSI ≤ 80%, 
which is categorized as satisfied, indicating that consumers are generally satisfied with the 
product attributes of each of these fresh fish stores. 

Keywords: Consumer satisfaction, Fresh fish, Marketing, Sumber Sari Village