ARMADA, ARMADA (2007) ANALISIS PERSEPSI DAN EKSPEKTASI PELANGGAN TERHADAP KUALITAS PELAYANAN GARUDA FREQUENT FLYER. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This Research target is to know how perception and expectation from the customer to service quality of Garuda Frequent Flyer ( GFF) executed by airline of PT. Garuda Indonesia. Beside that, this research aim to see the level of difference (Gap) between perception of customer with customer expectation to service quality of Garuda Frequent Flyer. Research method used to check population with sampel 170 responden, is method of non-probability Convenience Sampling. To muster primary data used by instrument in the form of kuesioner contain 30 question. The questions measured to use scale of likert 5 point. Highest score 5, indicating that responden very to question item, score of lowest 1, indicating that responden very to question item, with gradient from highest to lowest. Validity test of instrument conducted by items analysis which is instrument with correlation technique of Product Moment (Pearson) while test of reabilitas instrument pursuant to technique of calculation reliabilitas use alpha cronbach by means of ... assist SPSS. Method of SERVQUAL which used in research aim to measure of customer perception and expectation to service quality of Garuda Frequent Flyer. Result analyse data of perception of service quality obtain;get score 3.768 or 75.36% from criterion which ought to, meaning low service and have to be improved. While expectation of service quality obtain;get score 4.371 or 87.42% from criterion which ought to, meaning very high customer expectation. Result measurement of index satisfaction of customer ( index satisfaction customer or CSI, hal.74-75) obtained by CSI equal to 86.20%, the number indicate that index satisfaction customer of GFF very well. But still not yet gratified customer because gap there is still negative between perception compared to customer expectation equal to - 0.554 ( hal.73). From the description above can be concluded that expectation from the customer to service quality is very high and perception of service quality is good customer as a whole, but have to be improved, because still not yet gratified customer. Keyword : GFF, Quality Of Service, Analyse Kwadran. Tujuan penelitian ini adalah untuk mengetahui bagaimana persepsi dan ekspektasi pelanggan terhadap kualitas pelayanan Garuda Frequent Flyer (GFF) yang dilaksanakan oleh perusahaan penerbangan PT. Garuda Indonesia. Disamping itu, penelitian ini bertujuan melihat besarnya kesenjangan antara persepsi pelanggan dengan ekspektasi pelanggan terhadap kualitas pelayanan Garuda Frequent Flyer. Metode penelitian yang digunakan untuk meneliti populasi dengan sampel 170 responden, adalah metode non-probability Convenience Sampling. Untuk menghimpun data primer digunakan instrument berupa kuesioner berisi 30 pertanyaan. Pertanyaan-pertanyaan tersebut diukur menggunakan skala likert 5 point. Skor tertinggi 5, menunjukkan bahwa responden sangat setuju terhadap butir pertanyaan, skor terendah 1, menunjukkan bahwa responden sangat tidak setuju terhadap butir pertanyaan, dengan gradient dari paling tinggi ke paling rendah. Uji validitas instrument dilakukan dengan menganalisis butir-butir yang ada pada instrumen dengan teknik korelasi Product Moment (Pearson) sedangkan uji reabilitas instrument berdasarkan teknik perhitungan reliabilitas menggunakan alpha cronbach dengan alat bantu SPSS. Metode SERVQUAL yang digunakan dalam penelitian bertujuan untuk mengukur persepsi dan ekspektasi pelanggan terhadap kualitas pelayanan GFF. Hasil analisa data atas persepsi kualitas pelayanan memperoleh skor 3.768 atau 75.36% dari kriteria yang seharusnya, yang berarti pelayanan rendah dan harus ditingkatkan. Sedangkan ekspektasi kualitas pelayanan memperoleh skor 4.371 atau 87.42% dari kriteria yang seharusnya, yang berarti harapan pelanggan sangat tinggi. Hasil pengukuran indeks kepuasan pelanggan (customer satisfaction index atau CSI, hal.74-75) diperoleh CSI sebesar 86.20%, angka tersebut menunjukkan bahwa indeks kepuasan pelanggan GFF baik sekali. Namun masih belum memuaskan pelanggan karena masih ada kesenjangan negatif antara persepsi dibanding ekspektasi pelanggan sebesar -0.554 (hal.73). Dari uraian tersebut diatas dapat disimpulkan bahwa kualitas pelayanan ekspektasi pelanggan sangat tinggi dan kualitas pelayanan persepsi pelanggan secara keseluruhan baik, namun harus ditingkatkan karena masih belum memuaskan pelanggan. Kata kunci : GFF, Kualitas Pelayanan, Analisa Kwadran
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-07-117 |
| NIM/NIDN Creators: | 1310311 – 009 |
| Uncontrolled Keywords: | GFF, Kualitas Pelayanan, Analisa Kwadran. GFF, Quality Of Service, Analyse Kwadran. mps, manajemen pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | MYTHA ALVIANA SARI |
| Date Deposited: | 25 May 2022 03:04 |
| Last Modified: | 21 Jul 2022 03:05 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/61780 |
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