OKTAVIA, AGNES TRI (2024) ANALISIS KUALITAS PELAYANAN PENJUALAN PT LAUTAN BERLIAN UTAMA MOTOR DENGAN METODE SERVICE QUALITY (SERVQUAL) DAN IMPORTANCE PERFORMANCE ANALYSIS (IPA). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The automotive industry is one of the most competitive sectors, where service quality is a key factor in increasing customer satisfaction and company competitiveness. PT LBUM Kebon Jeruk Branch, as one of the players in this industry, faces the challenge of meeting increasingly high customer expectations. Good service quality not only serves to retain existing customers, but also to attract new customers and build long-term loyalty. This study aims to analyze the quality of sales service at PT LBUM Kebon Jeruk Branch using the Service Quality SERVQUAL method and Importance Performance Analysis (IPA). The research methods used include observation, literature study, questionnaire preparation, and data validity and reliability tests with the help of the SPSS ver 25 program. The questionnaire distributed to 100 respondents measured customer expectations and perceptions of various attributes of service quality, such as physical evidence, reliability, responsiveness, assurance, and empathy. The results showed that although some indicators obtained satisfaction, overall there was no dimension that indicated good satisfaction. SERVQUAL analysis identifies gaps between customer expectations and perceptions, while IPA analysis identifies attributes that need improvement. Attributes that are the top priority for improvement include employee appearance, friendliness, availability of parking areas, cleanliness of the premises, information and conformity of service standards, employee proficiency, product offerings, customer service alertness, complaint handling, consumer trust, employee courtesy, product understanding, price information, customer convenience, and acceptance of suggestions and criticisms. Industri otomotif merupakan salah satu sektor yang sangat kompetitif, di mana kualitas pelayanan menjadi faktor kunci dalam meningkatkan kepuasan customer dan daya saing perusahaan. PT LBUM Cabang Kebon Jeruk, sebagai salah satu pemain dalam industri ini, menghadapi tantangan untuk memenuhi harapan customer yang semakin tinggi. Kualitas pelayanan yang baik tidak hanya berfungsi untuk mempertahankan customer yang ada, tetapi juga untuk menarik customer baru dan membangun loyalitas jangka panjang. Penelitian ini bertujuan untuk menganalisis kualitas pelayanan penjualan di PT LBUM Cabang Kebon Jeruk menggunakan metode Service Quality (SERVQUAL) dan Importance Performance Analysis (IPA). Metode penelitian yang digunakan meliputi observasi, studi literatur, penyusunan kuisioner, serta uji validitas dan reliabilitas data dengan bantuan program SPSS ver 25. Kuisioner yang disebarkan kepada 100 responden mengukur harapan dan persepsi customer terhadap berbagai atribut kualitas pelayanan, seperti bukti fisik, keandalan, daya tanggap, jaminan, dan empati. Hasil penelitian menunjukkan bahwa meskipun beberapa indikator memperoleh kepuasan, secara keseluruhan tidak ada dimensi yang menunjukkan kepuasan yang baik. Analisis SERVQUAL mengidentifikasi adanya kesenjangan antara harapan dan persepsi customer, sementara analisis IPA mengidentifikasi atribut-atribut yang perlu diperbaiki. Atribut yang menjadi prioritas utama perbaikan meliputi penampilan karyawan, keramahan, ketersediaan area parkir, kebersihan tempat, informasi dan kesesuaian standar pelayanan, kemahiran karyawan, penawaran produk, kesigapan customer service, penanganan keluhan, kepercayaan customer, tingkah laku santun karyawan, pemahaman produk, informasi harga, kemudahan customer, dan penerimaan saran dan kritik.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 24 405 |
| NIM/NIDN Creators: | 43119120075 |
| Uncontrolled Keywords: | Kualitas, Pelayanan, Kepuasan, Customer, SERVQUAL, Importance Performance Analysis (IPA) |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | AFIFAH SALMA RAMADINA |
| Date Deposited: | 05 Oct 2024 03:09 |
| Last Modified: | 05 Oct 2024 03:09 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/92203 |
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