Lestari Seserahan is a business unit engaged in offering services, utilizing business digitalization to promote its business to achieve customer satisfaction. Customer satisfaction can, of course, be influenced by various factors such as the number of manufacturers offering in the same field, the price and quality offered, and the location of available business locations. Based on this, Small and Medium Enterprise (SME) business actors want to know the factors that can influence customer satisfaction so that there are no wrong steps in determining what strategy will be used to make improvements and maintain the level of customer satisfaction using the Customer Satisfaction Index (CSI) method and Importance Performance Analysis (IPA) method. The purpose of the CSI method is to determine customer satisfaction. In contrast, the IPA method aims to identify attributes based on their respective importance and is illustrated using a Cartesian diagram. The calculations using the CSI method yield results of 92.20% and are included in the "Very Satisfied" category, followed by the IPA method, which is described in the Cartesian diagram that no attributes are included in Quadrant I (Top Priority). In Quadrant II (Maintain Achievement), attributes 1, 2, 3, 9, 10, 11, 12, 13, 14, 15, 17, and 19. In Quadrant III (Low Priority), namely attributes 4, 5, 6, 7, 16, and 18. In Quadrant IV (Excessive), only one attribute is included in the plotting of this quadrant, namely attribute 8.

Product and service quality factors are important aspects of business continuity. Consumers will abandon low-quality products and services. Consumers will feel satisfied if all aspects of the products and services are appropriately accommodated. Product and service quality have different tendencies because service quality dimensions are more complex than product quality. This study aims to analyze the quality of customer service at auto repair shops based on consumer preferences. Assessment of the level of satisfaction and consumer expectations of each attribute is done by filling out a questionnaire to identify the gap between the level of importance and level of performance. The consumer's assessment of each indicator of the auto repair shop is carried out through a questionnaire filled out to the consumer to find out the gap between the level of importance and the level of performance. The analytical method used is Importance Performance Analysis–IPA showing that the attributes of auto repair shops that need to be improved are [P1] improving the repair period as promised, [P2] Procedures and managerial capabilities in providing adequate service, [P3] Results following consumer recommendations, and [P4] Knowledgeable workshop managers and staff, [P5] Service speed from responsiveness quality dimensions, [P11] Credibility and honesty of workshop managers and staff, [P12] Clarity of communication and information to consumers. The priority of quality attributes of auto repair shops that will be improved can provide alternative development priorities between human resources and limited equipment servicing.