Analisis Kepuasan Pelanggan Perusahaan Galangan Kapal dengan Customer Satisfaction Index untuk Strategi Pemasaran Berbasis SWOT

The shipbuilding industry plays a crucial role in Indonesia's economy. Customer satisfaction is a key factor in the success of shipbuilding companies to remain competitive in both domestic and global markets. This study aims to analyze customer satisfaction levels using the Customer Satisfaction Index (CSI) method and to develop a marketing strategy based on SWOT analysis. The CSI calculation indicates a customer satisfaction level of 67.42%, categorized as "Satisfied," although there are still areas that need improvement, such as delivery time and response speed. The SWOT analysis identifies the company's strengths in meeting customer needs and service quality. The recommended Strength-Threats (ST) strategy is to launch flagship products with innovative features and establish active communication with government regulators. Strategic recommendations include digitizing processes, improving efficiency, and training staff to enhance customer communication. With these measures, the shipbuilding company can improve customer satisfaction and strengthen its competitiveness in the global market.