Analisis Tingkat Kepuasan Konsumen pada UMKM Bu Ecih
DOI:
https://doi.org/10.36982/jeg.v11i1.7021Abstract
Penelitian ini bertujuan untuk menganalisis tingkat kepuasan konsumen pada UMKM Kue Bu Ecih di
Sukaraja. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 57 responden
yang merupakan konsumen aktif. Data dikumpulkan melalui kuesioner skala Likert lima poin dan dianalisis
menggunakan uji validitas, uji reliabilitas, serta analisis statistik deskriptif. Hasil penelitian menunjukkan
bahwa tingkat kepuasan konsumen berada pada kategori sangat puas dengan rata-rata indeks sebesar
90,35%. Uji validitas menunjukkan bahwa 23 item pernyataan dinyatakan valid, sedangkan 6 item tidak
memenuhi kriteria validitas. Uji reliabilitas menghasilkan nilai Cronbach’s Alpha sebesar 0,709 yang
menunjukkan bahwa instrumen penelitian reliabel. Temuan ini mengindikasikan bahwa UMKM Kue Bu
Ecih telah mampu memenuhi harapan konsumen secara optimal, sehingga berpotensi meningkatkan
loyalitas pelanggan dan mendukung keberlanjutan usaha.
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