Performance Evaluation Of Organic Food Attributes To Increase Customer Satisfaction And Loyalty

Abstract

Organic food is one solution for global food sustainability in the future.Although its existence has a positive impact on farmers and consumers, the development of the domestic organic food market is still limited. This study aims to formulate a market development strategy for organic food products through evaluation of the marketing mix performance. Data were collected from 527 respondents in 5 big cities, namely Jakarta, Bandung, Semarang, Surabaya, and Bali. Data analysis methods used in this study include descriptive analysis, Importance Performance Analysis and Customer Satisfaction Index. In general, the profile of organic food consumers is dominated by women, the middle class who are well educated, and established age. The results showed that Price is an attribute of the marketing mix that is in the A quadrant which needs to be improved immediately. The majority of consumer's view that the quantity of organic food purchased is not in accordance with the value of the money they paid. In addition, the marketing mix such as product quality, price discounts, product availability, ease of access are very important attributes for consumers. In general, the Customer Satisfaction Index of organic food products is quite good (71.28%).