Consumer satisfaction index with purchases non-chemical pesticides of rice

Sustainable agriculture creates products that have advantages from various economic, social, and ecological/environmental aspects. One of the sustainable agricultural practices in Seputih Raman District is rice farming that produces rice free of chemical pesticide residues "Berasera". The problems faced in Berasera marketing are that demand is still limited, consumer tastes change, consumers have not cared about environmentally friendly agricultural practices, and knowledge about the advantages of consumer rice is still limited. For this reason, improving the quality of Berasera products needs to be measured by consumer satisfaction. The objectives of this study are (1) Analyzing the level of consumer satisfaction in purchasing healthy rice free of chemical pesticide residues, and (2) Analyzing the level of importance and level of performance of healthy rice product attributes free of chemical pesticide residues and alternative rice attribute improvement. This research was carried out in the rice mill of Rejosari Village, Seputih Raman District, Central Lampung Regency. The data collection method is carried out through surveys to respondents using questionnaire guidelines. The number of samples taken was 60 respondents. The analysis methods used in the study are Customer Satisfaction Index Analysis (CSI by calculating the Mean Importance Score (MIS) and Mean Satisfaction Score (MSS)), and Importance Performance Analysis (IPA). The results showed that the value of consumer satisfaction with the satisfaction attribute in purchasing non-chemical pesticide rice obtained a CSI value of 88.10%. The CSI value is in the range of 80%--100%, namely in the creteria of consumer satisfaction in purchasing non-chemical pestisda rice that is "Very Satisfied". There are only 11.90% of consumers in purchasing chemical non-pesticide rice who are not satisfied with the performance of attributes applied to chemical non-pesticide rice.