Analisis Kepuasan Pelayanan dan Faktor yang Mempengaruhi Keputusan Pelanggan untuk Memilih Smartphone Samsung di Jabodetabek Menggunakan Metode IPA dan Model Kano

Abstract

Smartphones are one of the must-have devices for modern society today. With
the high demand for smartphones lately, many companies are competing to
produce smartphones that suit consumer needs. Indonesia is one of the
developing countries where the growth rate of smartphone use can still increase
so that many smartphone manufacturers sell their products to Indonesia. From
this phenomenon, researchers want to know the level of satisfaction of users of
one of the leading smartphone brands in Indonesia and even in the world, namely
Samsung. The purpose of this study is to determine what factors are considered
good by customers and the company must maintain these services and what
things are deemed not good and need to be improved again. This study uses the
IPA method to determine the level of conformity between company services and
customer expectations and the Kano model used to determine which services are
included in the performance, basic, or delighter categories. From the results of
these two methods can be integrated using the IPA-Kano integration table. Some
things that still need to be improved from Samsung smartphones according to
users who have filled out this questionnaire include good quality materials at a
good selling price, attractive and modern product designs, product quality has a
good price level, sufficient camera quality for purposes daily needs, and bonuses
that make consumers satisfied.