EVALUATING WOODEN FURNITURE ATTRIBUTES IN LEILEM USING IMPORTANCE AND PERFORMANCE ANALYSIS

Abstract

Abstract: Wooden furniture is quite infamous for their incomparable and undeniable utility as well as beauty. In this present competitive world, the opportunity of survival of an institution is achieved by continually providing customer satisfaction and obtaining their loyalty. The aim of this research is to evaluate wooden furniture attributes in Leilem. This research is a quantitative type of research, which uses primary data obtained through questionnaires and uses importance and performance analysis as   the   analytical   tool.   The   population   of   this   research is customers   of   Wooden Furniture in Leilem, where the sample size is 100 respondents who have experience with wooden furniture products. The result from this research shows that price is located in quadrant II (high importance and high performance) and variables quality and color located in quadrant III (low importance and low performance). It is necessary to continuously maintain the high technical performance of their products and the importance to customers. This result of this study can be used as a reference for the development and deepening of knowledge management marketing, especially product attributes.

Keywords: wooden furniture, product attributes, importance and performance analysis.