ANALISIS KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DENGAN METODE SERVICE QUALITY DAN CUSTOMER SATISTIFICATION INDEX DI USAHA MIKRO KECIL DAN MENENGAH KULINER

TAUFIKURRACHMAN, FACHRI (2022) ANALISIS KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DENGAN METODE SERVICE QUALITY DAN CUSTOMER SATISTIFICATION INDEX DI USAHA MIKRO KECIL DAN MENENGAH KULINER. S1 thesis, Universitas Mercu Buana Bekasi.

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Abstract

ABSTRAK Seiring berkembangnya UMKM kuliner menyebabkan meningkatnya persaingan antar UMKM kuliner. Hal tersebut mengakibatkan para penyedia jasa memperhatikan kualitas pelayanan untuk meningkatkan kepuasan pelanggan. UMKM Mie Abul Cabang Bogor sebagai salah satu pelaku usaha kuliner di Bogor harus meningkatkan kualitas pelayanannya untuk menarik pelanggan. Oleh karena itu perlu dilakukan analisis kualitas pelayanan yang diberikan terhadap kepuasan pelanggan menggunakan metode Servqual dan Customer Satistification Index (CSI). Kualitas pelayanan diukur berdasarkan kesenjangan antara persepsi dan harapan pelanggan. Metode CSI digunakan untuk mengetahui seberapa besar kepuasan pelanggan terhadap pelayanan yang ada. Sebelum data diuji maka dilakukan uji kecukupan data, uji validitas, dan uji reliabilitas untuk mengetahui apakah data layak untuk diuji atau tidak. Hasil penelitian menggunakan metode servqual terhadap lima dimensi kualitas pelayanan yaitu Tangibles, Reliability, Responsiveness, Assurance, dan Empathy ditemukan bahwa hasil rata-rata servqual pada dimensi Tangibles mendapatkan nilai gap antara persepsi dan harapan sebesar -0,528, pada dimensi Reliability sebesar -1,614, pada dimensi Responsiveness sebesar -1,009, pada dimensi Assurance sebesar -0,742, dan pada dimensi Empathy sebesar -0,290. Hasil penelitian menggunakan metode CSI yaitu 74% yang berarti pelanggan puas terhadap pelayanan yang diberikan. Hasil olah data diagram kartesius menghasilkan 4 atribut pada kuadran A untuk dijadikan prioritas utama dalam memperbaiki atau meningkatkan kualitas pelayanan. Kata kunci: kualitas pelayanan, kepuasan pelanggan, customer satistification index, metode servqual. http://digilib.mercubuana.ac.id/ v ABSTRACT Along with the development of culinary MSME (Micro, Small and Medium Enterprises), the competition between culinary MSME has increased. This causes service providers to pay attention to service quality to increase customer satisfaction. Mie Abul Bogor Branch as one of the culinary business in Bogor must improve the quality of its services to attract customers. Therefore, it is necessary to analyze the quality of service provided for customer satisfaction using the Servqual method and the Customer Satistification Index (CSI). Service quality is measured based on the gap between customer perceptions and expectations. The CSI method is used to determine how much customer satisfaction with existing services. Before the data is tested, data adequacy test, validity test, and reliability test are carried out to find out whether the data is feasible to be tested or not. The results of the research using the servqual method on the five dimensions of service quality, namely Tangibles, Reliability, Responsiveness, Assurance, and Empathy, it was found that the average servqual result on the Tangibles dimension got a gap between perception and expectation of -0.528, on the Reliability dimension is - 1.614, on the Responsiveness is -1.009, on the Assurance dimension is -0.742, and on the Empathy dimension is -0.290. The results of the research using the CSI method is 74% which means that customers are satisfied with the services provided. The results of cartesian diagram data processing is resulting 4 attributes which are in quadrant A to be made a top priority in repairing or improving service quality. Keywords: service quality, customer satistification, customer satistification index, servqual method.

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