SIKAP, POLA PEMBELIAN, DAN KEPUASAN KONSUMEN TERHADAP TEH CASCARA DI KOTA BANDUNG

Abstract

This research aims to analyze consumer attitudes, purchase patterns, and satisfaction, towards cascara tea. This research was conducted in Bandung City. The research method used was a survey. Respondents of this study were 35 student consumers and 35 nonstudent consumers. The research data were analyzed using Multiatribut Fishbein analysis, Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA), and descriptive statistical analysis. Data collection was carried out in April-May 2024. The results show that consumers quite like cascara tea  indicated by the (Ao) value, which is 145.15 for student consumers and 141.75 for nonstudent consumers. Based on CSI score which is 82,63% for student consumers and 85.40% for nonstudent consumers, in is concluded that all consumers are very satisfied in consuming cascara tea. Furthermore, based on IPA analysis, the company needs to improve the aroma of cascara tea to enhance performance while maintaining other attributes performance of obtaining health benefits and speed of service. Meanwhile, price and flavor attributes do not need to be a priority. It is better to focus on increasing flavor variants, packaging, and ease of obtaining products. The average purchase of cascara tea by students is 1.38 sachets (3.45 grams) per month, with an expenditure of IDR 53,944.44, while nonstudent consumers average 1.76 sachets (4.40 grams) per month, spending IDR 74,222.22. The original variant is the most popular, with purchase frequency is 0.15 times per month for students and 0.16 times for nonstudents.

Key words: cascara tea, consumer attitude, customer satisfaction, health benefits, purchasing patterns