This research was conducted at Grilled Fish Restaurant Bu Ana in Bantarbolang District, Pemalang Regency, from August to November 2023. The objectives of this study are: 1) To determine the profile of Grilled Fish Restaurant Bu Ana. 2) To identify the socio-economic characteristics of consumers at Grilled Fish Restaurant Bu Ana. 3) To analyze the performance in customer satisfaction provided by Grilled Fish Restaurant Bu Ana. 4) To determine the level of customer satisfaction with the services of Grilled Fish Restaurant Bu Ana.
The methods used are Qualitative Descriptive and Quantitative Descriptive using primary and secondary data. The Quantitative Descriptive sampling technique involves snowball sampling with 3 key informant respondents and accidental sampling with 50 consumer respondents.
The research concludes that the restaurant profile includes general history, vision and mission, organizational structure, facilities, and marketing. Consumer characteristics at Grilled Fish Restaurant Bu Ana show that the majority are female, most are 40 years old, the highest level of education is Bachelor's degree, the most common occupation is civil servant, the highest income is more than IDR 4,000,000, and the most chosen menu by consumers is grilled carp. The performance level analysis using IPA method on the Cartesian diagram obtained attributes in quadrant I with attributes 3 and 15. In quadrant II, attributes 1,5,6,8,9,11,12,20,21,23, and 25. In quadrant III, attributes 2,4,10,13,14,16,17,18, and 19. In quadrant IV, attributes 7,22, and 24. The customer satisfaction level (CSI) result is 80.09%, categorized as satisfied since it falls within the criteria of 66-80.99%.