ANALYSIS OF PURCHASE DECISION MAKING AND CONSUMER SATISFACTION ON SME PRODUCTS

Abstract

This study has a goalto analyze the process of purchasing decision making, and
consumer satisfaction level on SMEs products in the differentincome levels (lower, middle,
and upperincome levels). For the sampling, it used Convenience Sampling Method. The
analytical tool used in this research is descriptive analysis, Important & Performance Analysis
(IPA) and Customer Satisfaction Index (CSI). The data collected from questionnaire descriptively
to explain therespondents characteristics and the decision making process on all threeincome
levels. The differences are related toeducation and household income levels, the initial
consideration of the purchase of SME products, and the affordability to purchase the product.
The result showedthat total satisfaction on all threeincome levels are at the range of “satisfied”
level. The higher theincome levels, the satisfactionwith the SMEs products are also higher
because of the cheap price of the products. For the product performance, theupper level consumer
has higher preference and satisfaction. Middle-income levelconsumers considered thatthe
durability ofproducts and uniformity of shape as important to them. Forlow-income
levelconsumers, the productattributes andperformance which they suggested to be improved
areprice, easiness of use, and products affordabilityat near locations aroundthem.