Analisis Kepuasan atas Atribut Loyalitas Pelanggan Heavenly Blush Menggunakan Customer Satisfaction Index

Heavenly Blush's Customer Rating Analysis on Loyalty and Repurchase Attributes

Abstract

This study evaluates customer ratings of loyalty and repurchase attributes of Heavenly Blush products using the Customer Satisfaction Index (CSI). A descriptive quantitative approach employed an online five-point questionnaire. The main report records 89 respondents, although case counts in the statistical outputs are inconsistent. Analysis includes Pearson correlations, Cronbach’s alpha, Mean Importance Score, Mean Satisfaction Score, Weight Factor, and Weight Score. Two tested groups contain ten items each, with correlations of 0.421–0.792 and 0.377–0.766. Reported alpha coefficients of 0.757 and 0.761 meet the 0.70 threshold. Recalculation of ten attributes using the printed means produces a CSI of 93.01%, close to the originally reported 93.00%. This falls within the very satisfied category under the adopted intervals. However, importance and satisfaction attributes are not fully matched, so the index remains provisional. CSI is an aggregate index rather than the proportion of loyal customers or the probability of repurchase. The findings support an evaluation of customer experience and demonstrate the need to verify the dataset and questionnaire before using the results for managerial decisions.