DEVELOPMENT OF “CASSIM COFFEE” PRODUCTS THROUGH CONSUMER EVALUATION

Abstract

Casim Coffe is one of the new local coffee products in Jember Regency. Therefore, this study was conducted to explain the consumers assessment of the quality of Casim Coffe products, so that they can be used as a basis for product development. This study used the descriptive method, Fishbein, Importance Performance Analysis (IPA), and the Customer Satisfaction Index (CSI). The satisfaction index level in Casim Coffee products are 86%, so this result concludes that the customer has felt very satisfied with Casim Coffee products. The Casim Coffes smell, taste, price, expired date, packaging, availability, color, and viscosity were in line with customer expectations. The quality of packaging attributes of Casim Coffee, although not in the spotlight of the customers, can exceed the expectations of customers, but Casim Coffee in the packaging attribute does need to be improved because it gets the lowest rating compared to the other seven attributes.