Electronic Theses and Dissertation

Kepuasan pelanggan merupakan salah satu faktor penting dalam keberlangsungan
usaha, terutama pada sektor jasa seperti kafe, karena dapat memengaruhi loyalitas
pelanggan dan daya tarik pengunjung baru. Seladang Kafe yang berlokasi di Bener
Meriah masih menghadapi permasalahan berupa kurangnya pengunjung dari
kalangan anak muda serta adanya keluhan terkait variasi menu, kebersihan area
kafe, dan banyaknya nyamuk yang mengganggu kenyamanan pelanggan. Penelitian
ini bertujuan untuk mengukur tingkat kepuasan pelanggan terhadap layanan
Seladang Kafe serta mengidentifikasi indikator pelayanan yang perlu diperbaiki.
Penelitian ini menggunakan 100 responden dengan teknik purposive sampling,
yaitu pelanggan yang telah berkunjung minimal dua kali. Analisis data dilakukan
menggunakan metode Customer Satisfaction Index (CSI) untuk mengetahui tingkat
kepuasan secara keseluruhan dan Importance Performance Analysis (IPA) untuk
memetakan indikator yang perlu diperbaiki maupun dipertahankan. Hasil penelitian
menunjukkan nilai CSI sebesar 77,00%, yang berada pada kategori “puas”. Namun
demikian, analisis IPA menunjukkan beberapa indikator yang masuk dalam
kuadran prioritas perbaikan, yaitu kesesuaian menu dengan pesanan, cita rasa khas
Gayo, keamanan area parkir, dan pencantuman logo kafe. Berdasarkan hasil
tersebut, rekomendasi yang dapat diberikan meliputi peningkatan ketelitian
karyawan melalui pelatihan, penyediaan variasi menu bercita rasa Gayo,
penambahan logo kafe yang terlihat jelas dari jalan raya, serta peningkatan
keamanan area parkir melalui penempatan petugas atau pemasangan kamera
CCTV.
Kata Kunci: Kepuasan pelanggan, Customer Satisfaction Index (CSI), Importance
Performance Analysis (IPA), kualitas layanan, Kafe.

Customer satisfaction is one of the key factors in the sustainability of a business, particularly in the service sector such as cafes, as it influences customer loyalty and the attraction of new visitors. Seladang Cafe, located in Bener Meriah, still faces challenges such as the lack of young visitors and complaints regarding menu variety, cleanliness of the cafe area, and the presence of mosquitoes that disturb customer comfort. This study aims to measure customer satisfaction with the services of Seladang Cafe and to identify service indicators that need improvement. The study involved 100 respondents selected through purposive sampling, specifically customers who had visited the cafe at least twice. Data were analyzed using the Customer Satisfaction Index (CSI) to determine the overall level of satisfaction and Importance Performance Analysis (IPA) to map indicators that should be improved or maintained. The results show that the CSI score was 77.00%, which falls into the “satisfied” category. However, the IPA analysis revealed several indicators in the priority improvement quadrant, namely menu accuracy, highlighting the distinctive Gayo taste, parking area security, and the display of the cafe logo. Based on these findings, recommendations include providing employee training to ensure order accuracy, offering menu variations that reflect Gayo specialties, adding a clearly visible cafe logo from the main road, and improving parking security through staff placement or CCTV installation. Keywords: Customer satisfaction, Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA), service quality, Cafe.