Marketing Strategy Analysis of PT XYZ Product Using Important Performance Analysis Method

The intense competition in the business world drives entrepreneurs to seek a competitive advantage. The culinary business is one of the rapidly growing sectors in Indonesia. Kopi Kenangan is a culinary brand offering fast-serving coffee products with the fastest growth rate in Indonesia. Customer satisfaction with their needs and desires can be achieved through marketing activities. Therefore, the ability to formulate and develop appropriate marketing programs is one of the main challenges in creating an exchange process between producers and consumers. The aim of this research is to analyze the level of customer satisfaction with Kopi Kenangan. This study uses a quantitative approach with the Importance Performance Analysis method based on questionnaire results from 130 Kopi Kenangan customers. The results of this research indicate that Kopi Kenangan needs to focus on improving attributes in quadrant 1, maintaining attributes in quadrant 2, and continuously monitoring and maintaining the quality of attributes in quadrant 3. Additionally, efforts should be made to reduce attributes in quadrant 4. By making these improvements, Kopi Kenangan can better satisfy customers and enhance overall customer satisfaction. Keywords Customer Satisfaction, Important Performance Analysis, Strategic Management