Update Artikelilmiah: 54864

VALENSIA ELORA YOSELIN

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Abstrak (Bhs. Indonesia)

Cocoa Butter Purwokerto merupakan usaha di bidang bakery dan dessert yang berlokasi di Purwokerto, Kabupaten Banyumas, Jawa Tengah, dengan soft cookies smores sebagai salah satu produk yang ditawarkan kepada konsumen. Tingkat kepentingan dan kepuasan konsumen terhadap produk tersebut perlu dievaluasi melalui kajian persepsi konsumen. Kepuasan konsumen menjadi salah satu indikator penting dalam menilai keberhasilan produk karena mencerminkan kemampuan produk memenuhi harapan konsumen. Penelitian ini bertujuan mengidentifikasi profil konsumen, menganalisis tingkat kepuasan konsumen, menentukan indeks kepuasan konsumen, serta mengidentifikasi atribut produk yang perlu diperbaiki maupun dipertahankan pada produk soft cookies smores UMKM Cocoa Butter Purwokerto.Penelitian ini dilaksanakan di UMKM Cocoa Butter Purwokerto pada bulan Mei hingga Agustus 2026. Data primer diperoleh melalui penyebaran kuesioner secara online dan offline dengan metode purposive sampling kepada 112 responden berusia minimal 17 tahun yang pernah mengonsumsi soft cookies smores dalam enam bulan terakhir. Tahapan penelitian mencakup penyusunan kuesioner, pengujian validitas dan reliabilitas instrumen, penyebaran kuesioner, identifikasi profil konsumen, penentuan indeks kepuasan konsumen, analisis tingkat kepentingan, kepuasan, dan kesesuaian konsumen, serta identifikasi atribut yang perlu diperbaiki maupun dipertahankan. Analisis data menggunakan Customer Satisfaction Index (CSI) untuk mengukur tingkat kepuasan konsumen dan Importance Performance Analysis (IPA) untuk menentukan prioritas perbaikan atribut. Hasil analisis CSI menunjukkan nilai sebesar 71,49%, termasuk dalam kategori puas, nilai ini mengindikasikan soft cookies smores UMKM Cocoa Butter Purwokerto telah mampu memenuhi harapan konsumen. Hasil analisis IPA menempatkan atribut tingkat kemanisan, kesesuaian harga dengan kualitas, dan kesesuaian harga dengan produk sejenis pada Kuadran I sebagai prioritas utama perbaikan. Atribut tekstur produk, kemasan yang melindungi produk, tampilan kemasan, responsivitas dan kemudahan pelayanan, serta daya tarik promosi di media sosial berada pada Kuadran II dan perlu dipertahankan. Atribut warna produk, keseragaman bentuk dan ukuran, serta daya tarik visual topping berada pada Kuadran III, sedangkan atribut rasa, aroma, ketersediaan produk, kenyamanan lokasi penjualan, dan kemudahan memperoleh informasi produk berada pada Kuadran IV. Hasil penelitian ini dapat dimanfaatkan sebagai bahan evaluasi bagi UMKM Cocoa Butter Purwokerto dalam meningkatkan kualitas produk dan strategi pemasaran guna meningkatkan kepuasan konsumen terhadap soft cookies smores.
Kata kunci: soft cookies smores, Cocoa Butter Purwokerto, Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA)

Abtrak (Bhs. Inggris)

Cocoa Butter Purwokerto is a bakery and dessert business located in Purwokerto, Banyumas Regency, Central Java, offering soft cookies smores as one of its products. Evaluating consumers’ perceptions of the product’s importance and satisfaction levels is essential for understanding its performance in the market. Consumer satisfaction is a key indicator of product success, as it reflects the extent to which a product meets consumer expectations. This study aimed to identify consumer profiles, analyze consumer satisfaction levels, determine the Consumer Satisfaction Index (CSI), and identify product attributes that should be improved or maintained for Cocoa Butter Purwokerto’s soft cookies smores.The study was conducted at Cocoa Butter Purwokerto from May to August 2026. Primary data were collected through both online and offline questionnaires using a purposive sampling method involving 112 respondents aged 17 years or older who had consumed soft cookies smores within the previous six months. The research stages included questionnaire development, validity and reliability testing, questionnaire distribution, consumer profile identification, CSI determination, analysis of consumer importance, satisfaction, and conformity levels, and identification of attributes requiring improvement or maintenance.Data were analyzed using the Customer Satisfaction Index (CSI) to measure overall consumer satisfaction and Importance Performance Analysis (IPA) to determine attribute improvement priorities. The CSI analysis resulted in a score of 71.49%, indicating that consumers were satisfied and that the soft cookies smores product had generally met consumer expectations. The IPA results identified sweetness level, price suitability relative to quality, and price suitability compared with similar products as attributes in Quadrant I, indicating top priorities for improvement. Product texture, protective packaging, packaging appearance, service responsiveness and convenience, and the attractiveness of social media promotions were classified in Quadrant II and should be maintained. Product color, uniformity of shape and size, and the visual appeal of toppings were placed in Quadrant III, while taste, aroma, product availability, the comfort of the sales location, and ease of obtaining product information were categorized in Quadrant IV. The findings of this study can serve as an evaluation tool for Cocoa Butter Purwokerto in improving product quality and marketing strategies to enhance consumer satisfaction with its soft cookies smores product.
Keywords: soft cookies smores, Cocoa Butter Purwokerto, Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA)

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