Analisis Kepuasan Konsumen terhadap Produk Celaboo Original dengan Metode Customer Satisfaction Index dan Importance Performance Analysis: Indonesia

This study examines the level of consumer satisfaction toward product attributes of Celaboo Original at Fitbites, employing the Customer Satisfaction Index (CSI) and Importance Performance Analysis (IPA) as analytical frameworks.Primary data were gathered through structured questionnaires utilizing a five-point Likert scale, administered to 71 respondents who had previously purchased and consumed the product.The CSI computation yielded a value of 85.97%, placing overall consumer satisfaction within the "very satisfied" category, which signifies that the product attributes have broadly fulfilled consumer expectations.Nevertheless, the IPA results reveal that certain attributes warrant immediate corrective attention, particularly the balance of product flavor and the alignment of price with perceived product quality, as consumers regard these dimensions as highly important yet their actual performance remains suboptimal.In contrast, attributes such as product taste, raw material quality, packaging safety, and service responsiveness are positioned in the "maintain performance" quadrant, denoting that they are both highly valued and well-executed.These findings offer practical guidance for the business operator in formulating targeted improvement strategies-strengthening underperforming attributes while sustaining those that already meet or exceed consumer expectations.