ARIESTA, KARLEN ALFANI (2022) ANALISIS KEPUASAN PELAYANAN DAN PRODUK KATERING TERHADAP KEPUASAN KONSUMEN DENGAN METODE SERVQUAL DAN IPA PADA UMKM KATERING DI TANGERANG. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Warung Mamenok is a micro small and medium enterprises that stands in the food industry, MSME Warung Mamenok was established in 2018. MSME Warung Mamenok is known for its catering business, the catering business of MSME Warung Mamenok is already known in various circles, such as in companies, or at school. This MSME has been around for about four years, with the experience this MSME’s has. They want to know how their business position is, whether it needs development or any improvements to its business. Therefore, the authors examine through the analysis of service quality and product quality using the SERVQUAL (Service Quality) and IPA (Importance Performance Analysis) methods to determine the business position of the MSME, and find out how the condition of service and product quality is. Based on the data processing that has been carried out, the highest gap is obtained from one of the attributes of the Conformance dimension referred to in the product variable but this is not a priority for improvement because it enters the third quadrant region. Product quality and service quality simultaneously provided by MSME to consumers have not been able to meet consumer needs and desires as indicated by the value of customer satisfaction in five dimensions on the service variable and six on the product variable from the research that has been carried out with a negative gap. Which can be categorized as customers who are not satisfied with the services provided. Even though the gap value is negative, only a small part of the attributes contained in the first quadrant position, which is only 17%. At least the attributes in quadrant one indicate that the improvements made are only minor. This does not include extreme values, they are still in a position below the threshold of the average expectation and average perception. The results obtained from the IPA quadrant in the first quadrant have 17% attributes, the second quadrant has 40% attributes, the third quadrant has 23% attributes, and quadrant four has 20% attributes. Where most of the attributes, namely quadrant two and quadrant four with a total of 60%, indicate an indication that MSME are focused on business development. Keywords: Quality of service, product quality, Cartesian quadrant, importance of performance analysis, service quality, MSME. UMKM Warung Mamenok merupakan perusahaan kecil menengah yang berdiri di dalam bidang industri makanan, UMKM Warung Mamenok ini berdiri sejak tahun 2018. UMKM Warung Mamenok dikenal dengan usaha katering nya, usaha katering dari UMKM Warung Mamenok ini sudah dikenal di berbagai kalangan, seperti di perusahaan, ataupun di sekolah. UMKM ini sudah berdiri sekitar empat tahun, dengan pengalaman yang dimiliki UMKM ini ingin mengetahui bagaimana posisi bisnis nya apakah perlu pengembangan atau adanya perbaikan – perbaikan pada bisnis nya. Oleh karena itu penulis meneliti melalui analisis kualitas pelayanan dan kualitas produk menggunakan metode SERVQUAL(Service Quality) dan IPA ( Importance Performance Analysis ) untuk mengetahui posisi bisnis dari UMKM tersebut, dan mengetahui bagaimana konidisi kualitas pelayanan dan produk nya. Berdasarkan pengolahan data yang telah dilakukan, diapatkan gap tertinggi dari salah satu atribut dimensi Conformance yang termaksud dalam variable produk tetapi hal tersebut tidak menjadi prioritas perbaikan dikarenakan memasuki wilayah kuadran ketiga. Kualitas porduk dan kualitas pelayanan secara simultan yang diberikan UMKM kepada konsumen belum dapat memenuhi kebutuhan dan keinginan konsumen ditunjukkan dengan nilai kepuasan konsumen pada lima dimensi pada variabel pelayanan dan enam pada variabel produk dari penelitian yang telah dilakukan bernilai gap negatif. Yang dapat dikategorikan pelanggan kurang puas terhadap pelayanan yang diberikan. Walaupun nilai gap adalah negatif, namun hanya sebagian kecil atribut yang terdapat diposisi kuadran satu yaitu hanya sebesar 17%. Sedikitnya atribut di kuadran satu tersebut menunjukkan bahwasannya perbaikan yang dilakukan hanya bersifat minor. Hal tersebut tidak termaksud nilai yang ekstrim, masih dalam posisi dibawah garis ambang batas rata – rata harapannya dan rata – rata peresepsi. Di dapatkan hasil dari kuadran IPA pada kuadran pertama terdapat 17% atribut, kuadran kedua terdapat 40% atribut , kuadran ketiga terdapat 23% atribut , dan kuadran empat terdapat 20% atribut . Dimana Sebagian besar atribut yaitu kuadran dua dan kuadran empat dengan total 60% menunjukkan indikasi UMKM ini difokuskannya kepada pengembangan bisnis. Kata Kunci : Kualitas pelayanan, kualitas produk, kuadran kartesius, importance performance analisis, service quality, UMKM
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