Analisis Tingkat Kepuasan Konsumen Berdasarkan Consumer Surplus Theory pada Komoditas Kopi Lokal Toraja di Pasar Pagi Rantepao Kabupaten Toraja Utara

Widia F. Rante La’bi; Mei E. Limbongan; Mince Batara

doi:10.30640/jmcbus.v4i4.7627

Authors

Widia F. Rante La’bi Universitas Kristen Indonesia Toraja
Mei E. Limbongan Universitas Kristen Indonesia Toraja
Mince Batara Universitas Kristen Indonesia Toraja

DOI:

https://doi.org/10.30640/jmcbus.v4i4.7627

Keywords:

Consumer Satisfaction, Consumer Surplus, Local Toraja Coffee, Rantepao Morning Market, Willingness to Pay

Abstract

This study aims to analyze the level of consumer satisfaction based on the Consumer Surplus approach for local Toraja coffee commodities at Rantepao Morning Market, North Toraja Regency. This study uses a quantitative method with accidental sampling and a total of 97 respondents. Data analysis techniques used include validity testing, reliability testing, Consumer Surplus methods, and Customer Satisfaction Score (CSAT). The results show that the average value of Consumer Surplus is Rp11,237.11 with a total consumer surplus of Rp1,089,999.67. This value indicates that most consumers obtain economic benefits because the actual price paid is lower than the level of consumer Willingness to Pay (Willingness to Pay). In addition, based on the results of the Customer Satisfaction Score (CSAT) analysis of the level of consumer satisfaction, a value of 77.71% was obtained. This value is in the percentage interval of 66.67%–100% which is included in the satisfied category. Thus, it can be concluded that transactions on local coffee commodities at Rantepao Morning Market are able to provide economic benefits and a good level of satisfaction for consumers.

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