CONSUMERS SATISFACTION ANALYSIS OF OFFICE COFFEE IN BANJARBARU CITY, SOUTH KALIMANTAN PROVINCE, INDONESIA

Abstract

Office Coffee is a coffee company established in 2015 under the umbrella of PT Indoharves. This study aims to assess consumer satisfaction with Office Coffee in Banjarbaru City. Consumer satisfaction levels were analyzed using the Customer Satisfaction Index (CSI), which determines the level of customer satisfaction with the quality of coffee products and the quality of service provided by Office Coffee, as perceived by consumers. This results in an overall consumer satisfaction index. Satisfaction measurement is based on the aforementioned attributes. The study used 30 attributes derived from the 7P marketing mix: Product, Price, People, Process, Place, Physical Evidence, and Promotion. Consumer satisfaction with Office Coffee in Banjarbaru City is 4.20 based on the Customer Satisfaction Index (CSI) calculation, indicating that the satisfaction level of Office Coffee customers in Banjarbaru City is "Very Satisfied."

Keywords

• office coffee
• consumers
• customer satisfaction index
• public service