Preferensi konsumen terhadap produk penting untuk diketahui perusahaan agar produk tersebut dapat bersaing di pasar. Penelitian ini bertujuan menganalisis sikap dan preferensi konsumen terhadap atribut kurma salak. Metode yang digunakan adalah Customer Satisfaction Index (CSI) karena metode ini merupakan metode pengukuran kepuasan konsumen yang populer dan banyak digunakan oleh perusahaan. Berdasarkan hasil peneltian, nilai analisis CSI terhadap produk kurma salak sebesar 63 %, dalam hal ini konsumen menyatakan cukup puas terhadap atribut yang telah ditawarkan produk kurma salak. Ada beberapa atribut kurma salak yang kurang sesuai dengan keinginan konsumen dilihat dari tingkat kepentingan dan tingkat kinerja diantaranya adalah atribut harga, iklan dan promosi serta merek, sehingga perusahaan perlu menerapkan strategi bauran pemasaran yang dikenal dengan istilah 4P (product, price, promotion, and place).

Consumer preferences on products is important to note that companies such products can compete in the market. This study aims to analyze consumer attitudes and preferences towards attributes of palm bark. The method used is the Customer Satisfaction Index (CSI) as it is a method of measuring customer satisfaction are popular and widely used by companies. Based on the research findings, the value of CSI analysis of the product by 63% palm bark, in this case the consumer stated quite satisfied with the product attributes that have offered palm bark. There are several attributes of palm bark less in accordance with the wishes of consumers views of the level of interest and level of performance attributes such as price, advertising and promotion and brand, so companies need to implement a marketing mix strategy known as the 4Ps (product, price, promotion, and place ).

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