PENERAPAN METODE SERVICE QUALITY (SERVQUAL) DAN SIMPLE ADDITIVE WEIGHTING (SAW) UNTUK MENENTUKAN PENGAMBILAN KEPUTUSAN TERHADAP KEPUASAN PELANGGAN (Studi Kasus: Restoran Ayam Geprek)

SEPTIANTO, IQBAL DWI (2023) PENERAPAN METODE SERVICE QUALITY (SERVQUAL) DAN SIMPLE ADDITIVE WEIGHTING (SAW) UNTUK MENENTUKAN PENGAMBILAN KEPUTUSAN TERHADAP KEPUASAN PELANGGAN (Studi Kasus: Restoran Ayam Geprek). S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

The development of the culinary business in Jakarta can be said to have developed quite rapidly. Every month there are always new restaurants and places to eat, such as street vendors and cafes. To face this competition, it is necessary to have a review of Micro, Small and Medium Enterprises (MSMEs) actors so that they can make improvements and improvements in their services. In previous research, an analysis of customer satisfaction was carried out using the Simple Additive Weighting (SAW) method. SAW is a widely known weighted sum method for decision making. However, this method has problems such as lack of data accuracy. To overcome these problems in this study we want to use the Servqual method together with the SAW method. The stages of the research suggestion that we carried out were to collect data using questionnaires which were distributed and then analyzed using the Servqual and SAW methods. Based on system trials conducted at 5 branches of the Sultan's geprek chicken restaurant, the result was that the owner had to improve the Responsiveness dimension with a gap value of 0.105, this value is lower than the other dimensions. While the Semper branch has the greatest priority for improvement compared to the other 4 branches with a final score of 0.6237. With the results obtained, it is hoped that restaurant owners can improve their services. Keywords: Customer satisfaction, SPK, SERVQUAL and SAW, Smashed chicken Perkembangan usaha kuliner di Jakarta bisa dibilang mengalami perkembangan yang cukup pesat. Setiap bulannya selalu ada resto baru maupun tempat makan baru seperti pedagang kaki lima maupun kafe. Untuk menghadapi persaingan tersebut, perlu adanya suatu ulasan kepada para pelaku Usaha Mikro Kecil dan Menengah (UMKM) agar dapat melakukan peningkatan dan perbaikan dalam pelayanannya. Pada penelitian terdahulu, telah dilakukan analisis terhadap kepuasan pelanggan menggunakan metode Simple Additive Weighting (SAW). SAW merupakan suatu metode penjumlahan terbobot yang dikenal secara luas untuk pengambilan keputusan. Akan tetapi, metode tersebut memiliki masalah seperti kurangnya akurasi data. Untuk mengatasi permasalahan tersebut dalam penelitian ini kami ingin menggunakan metode Servqual secara bersama di metode SAW. Tahapan dari usulan penelitian yang kami lakukan adalah melakukan pengumpulan data menggunakan kuesioner yang disebar lalu dianalisis menggunakan metode Servqual dan SAW. Berdasarkan uji coba sistem yang dilakukan pada 5 cabang restoran ayam geprek Sultan, didapatkan hasil bahwa pemilik harus memperbaiki dimensi Responsiveness dengan nilai gap sebesar 0.105, nilai ini lebih tinggi dibandingkan pernyataan yang lain. Sedangkan cabang semper ini memiliki prioritas terbesar untuk dilakukan perbaikan dibandingkan dengan 4 cabang lainnya dengan nilai akhir 0.6237. Dengan hasil yang didapatkan tersebut, diharapkan pemilik restoran dapat memberikan perbaikan pelayanannya. Kata kunci: Kepuasan Pelanggan, SPK, SERVQUAL dan SAW, Ayam Geprek

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