Analysis of Consumer Satisfaction Level of Ornamental Fish in Jatinegara Ornamental Fish Market
Asep Agus Handaka Suryana *
Department of Fisheries, Faculty of Fisheries and Marine Science, Padjadjaran University, West Jawa, Indonesia.
Arkan Naufal Rasyiq
Department of Fisheries, Faculty of Fisheries and Marine Science, Padjadjaran University, West Jawa, Indonesia.
Yuli Andriani
Department of Fisheries, Faculty of Fisheries and Marine Science, Padjadjaran University, West Jawa, Indonesia.
Ine Maulina
Department of Fisheries, Faculty of Fisheries and Marine Science, Padjadjaran University, West Jawa, Indonesia.
*Author to whom correspondence should be addressed.
Abstract
This study aims to analyze the characteristics possessed by consumers and the level of consumer satisfaction in the Jatinegara Ornamental Fish Market and analyze the main variables that most affect the level of consumer satisfaction. Data collection and processing will be carried out in August – September 2023 located in Jatinegara District, East Jakarta. The research method used is the case study method, with a sampling technique that is purposive sampling. The data analysis used is the Customer Satisfaction Index (CSI). The results of this study found that consumer characteristics in the Jatinegara Ornamental Fish Market were dominated by the majority of consumers with an age range of 41-64 years with the majority of the last high school education. The majority of consumers work as private employees with the majority of monthly income of Rp 3,000,000 – Rp 5,000,000. Consumers have made purchases three times per month at the Jatinegara Ornamental Fish Market. These market consumers come from various districts in the East Jakarta Region, including Makassar District, Matraman District, Cakung District, Jatinegara District, Duren Sawit District and Pulo Gadung District. The Customer Satisfaction Index (CSI) value of 61.4% in the category is classified as satisfied. The main variable that most affects consumer satisfaction is the product quality variable.
Keywords: Market, ornamental fish, characteristics, consumers, consumer satisfaction
How to Cite
Downloads
References
Ministry of Marine Affairs and Fisheries. Total Production Value of Ornamental Fish in DKI Jakarta; 2021. Accessed 21 July 2023. Available: https://kkp.go.id.
Manggala H, Adirinekso GP. The influence of service quality and product quality on consumer satisfaction with purchasing decisions as mediation variables. Journal of Management Science. 2022;19(1):39–53. DOI:https://doi.org/10.21831/jim.v19i1.49600
Tuhumury MT, WB Parera. The level of consumer satisfaction with the attributes of local and imported fresh vegetable products in the modern market of Ambon City. Agrilan: Journal of Islands Agribusiness. 2019;7(3).
Sugiyono. Quantitative, Qualitative and R & D Research Methods (Purposive Sample). Bandung: PT Alphabet; 2016.
Astari LW, Widagda IGNJA. Influence of sex differences and self-control on impulse purchasing decisions of perfume products. E-Journal of Management Udayana University. 2014; 3(3):546-560.
Lutfiadi R, Hamzah FM. Analysis of Consumer Behavior in the Process of Purchasing Seawater Ornamental Fish at Bunaken Aquarium Bekasi City. Journal of Agribusiness and Regional Development. 2013; 4 (2):40-52.
Sutrsino NARRA, Widodo J, Zulianto M. The influence of marketing mix on the purchase decision of RM Ayam Bakar Wong Solo Jember products. Journal of Economics and Social Sciences. 2018; 12(2):259-263.
Indrawati. Individual consumer behavior. Bandung: PT Refika Aditama; 2017.
Purbasari DM, Purnamasari DL. The effect of service quality and customer satisfaction on repeat purchases. Journal of Business and Management Inspiration. 2018;2(1): 43-54.
Mizfar F, Sinaga A. Analysis of factors influencing consumer behavior in making instant coffe purchase decisions. Journal of Socioeconomics of Agriculture and Agribusiness. 2015;11(2):175-80.
Senggetang V, Mandey SL, Moniharapon S. The influence of location, promotion and price perception on consumer purchasing decisions in Kawanua Emerald City Manado housing. Jurnal Emba: Journal of Economic, Management, Business and Accounting Research. 2019;7(1).
Sari SM, Nurfadillah S, Agribisnis S, Peternakan F. Analysis of Consumer Satisfaction Levels of Horticultural Products of The Post-Relocation Bandungan Market Semarang Regency. Mahatani Journal. 2022;5(1): 186–200.
Hapsari HDH, Ningrum NR, Setiawan DA, Utomo CW. The Influence of Location, Price and Service Quality on Customer Satisfaction of Art Samurai Koi Yogyakarta. UPY Business and Management Journal (UMBJ). 2023;2(1): 36-45.