Evaluating Consumer Satisfaction with the Marketing Mix of Mini Kemojo Cake of Riau: An Ipa-Csi Approach
Keywords:
marketing mix, Importance Performance Analysis (IPA), Customer Satisfaction Index (CSI), traditional food, micro, small and medium enterprises (MSMEs)Abstract
This study aims to analyze consumer characteristics, evaluate the importance and performance of marketing mix attributes, and measure consumer satisfaction toward Mimie Bolu Kembojo Mini in Pekanbaru City. The research employed a quantitative descriptive survey method conducted from January to November 2024. Data were collected through questionnaires and interviews involving 35 respondents selected using accidental sampling. The analytical methods used were Importance Performance Analysis (IPA) and Customer Satisfaction Index (CSI). The results showed that most consumers were women aged 36–45 years, held bachelor/diploma degrees, worked as private employees, and lived in Pekanbaru. IPA analysis indicated that competitive pricing, affordable pricing, and parking facilities were included in Quadrant I as priority attributes requiring immediate improvement because they were considered highly important but had low performance. Meanwhile, taste, packaging, price transparency, and business visibility were categorized in Quadrant II, indicating strong performance and high importance that should be maintained. The CSI value obtained was 81.49%, which falls into the “Very Satisfied” category. This finding indicates that the marketing mix strategy implemented by Mimie Bolu Kembojo Mini has generally met consumer expectations. However, improvements in pricing strategy and supporting facilities are still needed to enhance customer satisfaction and maintain competitiveness in the traditional culinary market. The study demonstrates that IPA and CSI are effective tools for identifying consumer priorities and supporting strategic decision-making in micro and small enterprises.
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