Analysis of Customer Satisfaction Toward “Dried Banana” Products of Lenisa MSME in Belitang Madang Raya District, South Sumatra

Bananas are one of the abundant agricultural products that can be consumed in various forms and preparations, one of which is grilled bananas, known as “dried banana”. Well-prepared dried bananas hold a distinct satisfaction value among consumers. Consumer satisfaction was a key factor in maintaining and enhancing customer loyalty, crucial to businesses such as Lenisa’s Micro, Small, and Medium Enterprises (MSMEs). This study aimed to assess consumer satisfaction levels and identify desired attributes for dried banana products at MSMEs Lenisa. Consumer satisfaction was measured using Importance Performance Analysis (IPA) and Customer Satisfaction Index (CSI). The research findings indicated that Lenisa’s dried banana products’ desired attributes included packaging design, production license information, and expiration dates. Attributes needing maintenance included sweet taste, appealing color (golden brown), long shelf life, product composition information, sale quality-appropriate pricing, and presentation. The Customer Satisfaction Index (CSI) calculation resulted in a satisfaction index of 0.71, indicating that consumers were satisfied overall with Lenisa’s sale of Pisang products. Respondent satisfaction levels fell within the satisfied category based on the satisfaction level criteria, where a score of 0.66 – 0.80 denotes satisfaction.