PERFORMANSI KUALITAS ATRIBUT BERAS ORGANIK DAN TINGKAT KEPUASAN KONSUMEN BERAS ORGANIK DI KABUPATEN SRAGEN Quality Performance and Satisfaction Level of Consument on Organic Rice in Sragen District

Abstract

Penelitian dilakukan dengan tujuan untuk menentukan kualitas beras organik berdasarkan kepuasan
konsumen beras organik di Kabupaten Sragen. Penelitian dilakukan melalui identifikasi tingkat kepentingan
atribut beras organik, tingkat kesesuaian dan kesenjangan atribut mutu beras organik, kepuasan konsumen beras
organik terhadap atribut mutu beras organik, prioritas perbaikan atribut mutu beras organik. Atribut mutu beras
organik yang digunakan sebanyak 10 dan dianalisis dengan metode Customer Satisfaction Index (CSI) dan
Important And Performance Analysis (IPA). Hasil penelitian menunjukkan bahwa rata-rata nilai kepentingan
atribut beras organik adalah 3,53 dan Atribut mutu beras organik yang dianggap tidak penting adalah harga
(2,30) dan kemasan (2,60). Hasil analisis CSI didapatkan nilai 61,6% menunjukkan bahwa konsumen beras
organik di Kabupaten Sragen cukup puas dan berdasarkan diagram IPA diketahui bahwa kinerja atribut produk
beras organik yang dihasilkan oleh pertanian organik di Kabupaten Sragen masih perlu diperbaiki, terutama pada
atribut warna, kebersihan, sertifikat organik dan kesesuaian label.
Kata kunci: atribut mutu, beras organik, Customer Satisfaction Indeks (CSI), Important And Performance
Analysis (IPA)

ABSTRACT
The research objetives of this study to determine the quality of organic rice by consumer satisfaction on
organic rice in Sragen. The study was conducted by identifying the importance of the organic rice attribute, the
level of suitability and gap in quality attributes of organic rice, organic rice consumer satisfaction of the organic
rice quality attributes, improvement priority of organic rice quality attributes. Organic rice quality attributes
used were 10 and they were analyzed by the method of Customer Satisfaction Index (CSI) and Important And
Performance Analysis (IPA) . The results showed that the average value of the attribute of interest was 3.53 and
organic rice quality attributes considered to be unimportant were the price (2.30) and packaging (2,60) . CSI
analysis results showed that the value of 61.6 % of the consumers of organic rice in Sragen were rather satisfied
and the diagram based on IPA were known that the attribute performance of organic rice products produced by
organic farming in Sragen still needed to improve, especially on the color attributes , cleanliness , organic
certificates and suitability of organic labels.
Key words: quality atribute, organic rice, Customer Satisfaction Indeks (CSI), Important And Performance
Analysis (IPA)