Customer satisfaction of goat kids using Customer Satisfaction Index and Importance Performance Analysis (case study in goat production farm of East Java Livestock Agency)

¹ Department of Livestock Agribusiness, Faculty of Animal Science, Universitas Brawijaya, Jl. Veteran, Malang, 65145, Indonesia
² Department of Animal Production, Faculty of Animal Science, Universitas Brawijaya, Jl. Veteran, Malang, 65145, Indonesia

^* Corresponding author: zarkasi@student.ub.ac.id

Abstract

This study aims to analyze customer satisfaction of goat kid and service quality attributes that are a priority to increase customer satisfaction. This research was conducted at Goat Production Farm of East Java Livestock Agency in Toyomarto Village, Singosari District, Malang, East Java, which is a producer of Etawa Crossbreed and Senduro goats. Respondents of this research were carried out using the total sampling method of buyers of goat kid from 2021 to 2023 with a total of 16 respondents. The research variables represent the elements of the marketing mix known as the 7P (product, price, place, promotion, process, physical evidence, and people) which are divided into 17 attributes. Primary data in this study were obtained through surveys and interviews assisted with instruments in the form of questionnaires. At the same time, the secondary data in this study were performance reports and literature. The results showed a customer satisfaction index of 74.02% in the good category. The main priority for performance improvement can be made to improve the genetic quality of parents in order to produce good quality offspring, completeness of sales supporting documents, adequacy of sales promotion information, after-sales service in the form of customer technical assistance. Furthermore, the mechanism determines the price of goat kid, the ease of the payment process through receipts, the availability of non-cash payments, and the existence of proof of payment accompanied by agency identity.