ANALYSIS OF FACTORS AFFECTING CONSUMER SATISFACTION OF ORGANIC VEGETABLES UMKM SIANTAR SEHAT IN PEMATANGSIANTAR CITY

Abstract

Public awareness of a healthy lifestyle is increasing which encourages people to make changes in lifestyles by consuming foods that are produced naturally. The increase in demand for organic vegetables is an implication of a switch in consumption patterns from non-organic vegetables to organic vegetables. However, UMKM Siantar Sehat (SiSe) is currently experiencing a decrease in demand because of the consumer satisfaction factor. This study aimed to (1) examine how customer satisfaction is affected by price, service quality, and product quality of organic vegetables UMKM Siantar Sehat (SiSe), (2) analyze the level of consumer satisfaction of organic vegetables UMKM Siantar Sehat (SiSe), (3) analyze indicators that are improvements to increase consumer satisfaction of organic vegetables UMKM Siantar Sehat (SiSe). A descriptive research method was used in this study. The method of taking the research location was chosen intentionally (purposive). The method of taking respondents using accidental sampling of 50 respondents: (1) Multiple linear regression analysis and (2) Importance Performance Analysis were used to analyze the data (IPA). Based on the study's findings, it is possible to conclude: (1) Product quality, and price affect consumer satisfaction of organic vegetables UMKM Siantar Sehat (SiSe), (2) The level of consumer satisfaction of organic vegetables UMKM Siantar Sehat shows that consumers are not satisfied. (3) The indicators that are improved are the physical appearance of organic vegetables, the resistance of organic vegetables, the packaging of organic vegetables, and the conformity of prices to the quality of organic vegetables.

Keywords

• consumer satisfaction
• price
• product quality
• service quality