Sujatmiko, AkbarArif (2015) Analisis Kepuasan Konsumen terhadap Produk Benih Padi Pak Tiwi-1 di Kecamatan Gondang Kabupaten Tulungagung. Sarjana thesis, Universitas Brawijaya.
Abstract
Populasi rakyat Indonesia yang semakin meningkat menimbulkan masalah ketahanan pangan dikarenakan sebagian besar penduduk mengonsumsi komoditas beras dari tanaman padi. Dari berbagai provinsi, Jawa Timur adalah salah satu provinsi yang memiliki kontribusi besar dalam menyangga stok pangan nasional. Salah satu daerah yang memiliki kontribusi besar dalam produksi padi di Jawa Timur adalah Kabupaten Tulungagung dengan kawasan penghasil padi terletak di Kecamatan Gondang. Kecamatan Gondang diketahui telah membudidayakan benih padi baru yang dikenal dengan nama Pak Tiwi-1 yang berhasil mengatasi permasalahan serangan hama wereng coklat yang kerap menimpa. Untuk menjadikan produk sebagai benih penyokong ketahanan pangan, maka perusahaan memerlukan informasi mengenai kepuasan konsumen. Kepuasan konsumen dipengaruhi 2 hal mendasar, yakni kinerja dan kepentingan dari kualitas produk. Tujuan dari penelitian ini adalah: (1) menganalisis tingkat kepentingan petani konsumen di Kecamatan Gondang atas produk beserta kinerja dari atribut-atribut benih padi Pak Tiwi-1, (2) menganalisis tingkat kepuasan petani konsumen di Kecamatan Gondang terhadap kualitas produk benih padi Pak Tiwi-1, (3) menentukan atribut apa saja yang harus diprioritaskan oleh perusahaan dalam melakukan pengembangan produk demi memenuhi tujuan kepuasan konsumen. Metode penentuan lokasi dalam penelitian ini dilakukan secara purposive. Metode pengambilan sampel dilaksanakan secara purposive untuk memperoleh tujuan yang diinginkan. Adapun jumlah sampel yang diambil adalah sebanyak 50 orang dengan menggunakan pendekatan Hair, serta metode pengambilan data primer melalui wawancara berdasarkan kuisioner. Sedangkan metode analisis yang dipakai adalah IPA (Importance-Performance Analysis) yang terdiri dari analisis gap atau kesenjangan dan analisis kuadran, serta CSI (Customer Satisfaction Index) yang menghitung skala kepuasan konsumen secara keseluruhan dalam bentuk indeks. Berdasarkan hasil pengujian Cochran Q Test, terdapat 7 atribut yang dinyatakan valid dan reliabel dari 20 atribut awal yang dipergunakan dalam penelitian. Melalui analisis data, diketahui bahwa dari segi kepentingan konsumen, terdapat 5 atribut yang dianggap sangat penting bagi konsumen. Kelima atribut tersebut adalah hasil produksi, ketahanan tanaman terhadap hama, ketahananan tanaman terhadap penyakit, daya tumbuh, dan banyak anakan. Sedangkan 2 atribut sisanya tergolong cukup penting, yaitu ketahanan tanaman terhadap kerusakan fisik serta tekstur dan rasa nasi. Adapun untuk kinerja dari kualitas produk, 3 atribut yang dianggap memiliki kinerja yang baik adalah ketahanan terhadap hama, ketahanan terhadap kerusakan fisik, daya tumbuh, dan banyak anakan. Sedangkan 1 atribut yang dianggap memiliki kinerja yang cukup baik adalah ketahanan terhadap penyakit, sedangkan 1 atribut tersisa yang memiliki kinerja yang kurang baik adalah tekstur dan rasa nasi. Adapun nilai skor CSI yang diperoleh adalah sebesar 76,07% (0,7607), yang menandakan bahwa konsumen yang ada di Kecamatan Gondang telah merasa puas dengan produk. ii Pihak perusahaan selayaknya melakukan upaya peningkatan kinerja dengan melakukan pembenahan kinerja atribut pada kuadran A yang menjadi prioritas utama. Prioritas selanjutnya adalah pengalokasian sumberdaya untuk mempertahankan kinerja atribut pada kuadran B, serta melakukan pembenahan pada atribut dalam kuadran C meski berprioritas rendah. Adapun atribut pada Kuadran D tidak membutuhkan alokasi sumberdaya untuk pengembangan karena hanya akan menimbulkan pemborosan.
English Abstract
People population in Indonesia keep increasing, therefore causing food insecurity problems due to most people in this country has rice as their main preference of food commodity. From various provinces, East Java is the one that has major contribution in supporting national food stocks. One particular area that have a great contribution in rice productions in East Java is Tulungagung Regency, with the centre of rice producing area located in Gondang District. Gondang known to have cultivated new rice seeds product known as Pak Tiwi-1, that have been successfully overcome the problem that caused by brown planthopper pests that continuously threaten the area. In order to make this product as a major contributor of the country’s food security, the company will need informations about the customer satisfaction. Customer satisfaction is affected by two fundamental things; the importance and performance of product’s quality. The purpose of this research are: (1) To analyze the level of farmers’ importancy level of the product and performance of product’s attributes, (2) to analyze the farmers’ satisfaction level of the qualities or attributes of rice seeds product, (3) to determine which attributes that should be prioritized by the company to be developed to fulfill the goal of customer satisfaction. The method of determining the research location carried out purposively. The method of gathering the sample were done purposively in order to achieve the objectives of the research. The amount of the sample were 50 person that determined based by Hair’s approachment method, as well as the primary data retrieval using direct interview based on the questionnaire. While the analysis methods that have been used were IPA (Importance-Performance Analysis), which consists of a gap analysis and a quadrant analysis, also CSI (Customer Satisfaction Index) which used to calculate the overall customer satisfaction scale in the form of an index. Based on the result of Cochran Q test, there are seven attributes that declared valid and reliable out of 20 initial attributes used in this research. Through data analysis, it is known that in terms of the customer’s importancy level, there are five attributes that considered very important for the customers. The five out of the seven attributes are rice productions, plant resistance to pests, plant resistance to disease, growth capaility rate, and the amount of tillers. On the other hand, the remaining two attributes were quite important, namely the plant resistance against physical damage as well as the texture and taste of rice. As for the performance level of the product qualities, three attributes that were considered to have a good performance were plant resistance to pests, plant resistance to physical damage, growth capaility rate, and the amount of tillers. While one attribute that are considered to have a good performance level is plant resistance to disease, the remaining one attribute that has a poor performance level is the texture and taste of rice. The score of CSI obtained were 76.07% (0.7607), iv indicating that the respondents in the Gondang District as a whole has been satisfied with the product. The company should try to increase the performance level of the attributes by focusing on the top priority area in quadrant A. The next priority is to maintain the performance of the attributes in quadrant B, and to develop the attributes in quadrant C although they have low priority. The attributes in Quadrant D does not require any allocation of resources for development as it will only lead to waste.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FP/2015/823/ 051509645 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | Kustati |
| Date Deposited: | 01 Feb 2016 15:31 |
| Last Modified: | 01 Feb 2016 15:31 |
| URI: | http://repository.ub.ac.id/id/eprint/130862 |
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