CUSTOMER CENTRICITY: KEPUASAN KONSUMEN MELALUI NILAI PELANGGAN BERDASARKAN VALUE-IN-USE TERHADAP KUALITAS PRODUK SAYUR ORGANIK (Studi kasus di Ujenk Mart Bandung, Jawa Barat)

ABSTRAK Produk makanan organic saat ini menjadi popular di kalangan masyrakat dengan gaya hidup sehat. Sebagian besar produk organic dipasarkan di pasar modern seperti supermarket, speciality store, dan rantai pasar modern lainnya untuk menyediakan produk segar organic dengan berbagai macam pilihan untuk memenuhi kebutuhan dan keinginan konsumen. Penelitian ini bertujuan untuk menjelaskan pengaruh nilai pelanggan atas kualitas produk terhadap kepuasan pelanggan sayuran organik di Ujenk Mart sebagai salah satu ‘local fresh market’ di Kota Bandung. Metode penelitian yang digunakan adalah metode penelitian kualitatif dengan alat analisis regresi linear sederhana dan customer value mapping. Jumlah sampel sebanyak 56 responden. Hasil analisis menunjukkan bahwa nilai pelanggan mempengaruhi kepuasan pelanggan melalui indikator kualitas produk. Value-in-use konsumen melalui pengalaman mengkonsumsi produk menunjukkan nilai pelanggan pada posisi fair value antara manfaat produk melalui kualitas dengan total biaya yang harus dikeluarkan untuk menikmati produk sayuran segar organic. Kata Kunci: Kepuasan konsumen, sayuran organink, value in use ABSTRACT Organic food become more popular in the modern lifestyle. Most of the organic product especially organic fresh produce sold in the modern market chain such as supermarkets, specialty store, and other modern retail channel by providing fresh organic products with variety of choices and selection to fulfil consumer needs and wants toward fresh produce. This study objective was to explain the effect of customer value based on the value-in-use through product quality toward customer satisfaction of organic vegetables in Ujenk Mart as one of ‘Local Fresh Market’ in Bandung City. The research method used quantitative method with data analysis using the simple linear regression analysis and customer value mapping. Number of samples obtained were 56 respondents. Results of linear regression analysis indicates that customer value significantly influence customer satisfaction through providing product quality. Value-in-use from customer perspective on experiencing organic fresh produce quality presented a fair value between product quality benefits and overall cost. Keywords: Consumers satisfaction, organic vegetables, value in use