Analisis preferensi konsumen terhadap produk jamu PT. Jamu Air Mancur selama masa pandemi Covid-19 di Kabupaten Pamekasan

Abstract

Change style life consumer going back to nature occurred during the Covid-19 pandemic. Change the affect the existence of differences in consumer tastes for a product that causes differences consumer preferences. The purpose of this study is to analyze the level of consumer satisfaction with herbal products PT. Jamu Air Mancur during the Covid-19 pandemic in Pamekasan Regency and identify quadrant maps of the attributes of PT. Jamu Fountain during the Covid-19 pandemic in Pamekasan Regency. This research conducted from month November 2021–February 2022 in Pamekasan Regency with elections purposively. A total of 96 samples were selected based on accidental sampling. Method analysis used _ is descriptive analysis method, validity and reliability test, CSI and IPA. The results of the CSI analysis are 82%, indicating that consumers are very satisfied. The results of the IPA analysis in quadrant I have no attributes in it, this quadrant must be prioritized in terms of improving product attributes. Quadrant II, price, quality, efficacy and taste, in this quadrant consumer satisfaction must be maintained. Quadrant III product safety, quality of materials used, practicality of packaging, and ease of getting the product, in this quadrant the satisfaction and performance attributes are low. Quadrant IV completeness of information, and brand popularity , in this quadrant the attributes that are considered less important by customers but whose performance is already excessive. PT. Jamu Air Mancur further improves and develops its products because consumers of these herbal products are the younger generation.