FEBRIANTI, THASYA SABILLA (2024) ANALISIS KUALITAS PELAYANAN DALAM UPAYA KEPUASAN KONSUMEN COFFEE SHOP MENGGUNAKAN METODE IMPORTANCE PERFORMANCE ANALYSIS (Studi pada Dikby Coffee Halim). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The increase of competitors in the coffee business, especially within the Pasar Mini – Halim Perdana Kusuma’s environment, has driven Dikby Coffee to enhance the quality of their services to achieve customer satisfaction. This research was conducted to determine the level of customer satisfaction among Dikby Coffee's consumers and identify the attributes that need improvement. Based on the implementation of the SERVQUAL method, the following results were obtained, showing customer satisfaction from highest to lowest in the respective dimensions: Reliability dimension with a gap of 0.02; Tangibles dimension with a gap of (0.01); Assurance dimension with a gap of (0.01); Empathy dimension with a gap of (0.02); Responsiveness dimension with a gap of (0.03). From the findings of this study, it can be concluded that the service provided by Dikby Coffee still cannot meet consumer expectations with a service quality Q value of 0.9978 and the overall gap is a negative gap (0.01). It is recommended that Dikby Coffee improve the comfort of the café, maintain the cleanliness of the café, the appearance and abilities of the baristas, the variety of payment methods, and the appearance of food and beverage products. Keywords: SERVQUAL, IPA, Customer Satisfaction, Service Quality Bertambahnya pesaing dalam bisnis kopi, terutama dalam lingkungan Pasar Mini – Halim Perdana Kusuma mendorong Dikby Coffee untuk semakin meningkatkan kualitas pelayanannya agar dapat mencapai kepuasan konsumen. Penelitian ini dilakukan untuk mengetahui tingkat kepuasan konsumen Dikby Coffee dan atribut apa saja yang perlu ditingkatkan. Berdasarkan penggunaan metode SERVQUAL diperoleh hasil bahwa kepuasan konsumen yang terbesar hingga terkecil diantaranya adalah dimensi reabilities dengan gap sebesar 0,02; dimensi tangibles dengan gap sebesar (0,01); dimensi assurance dengan gap sebesar (0,01); dimensi empathy dengan gap sebesar (0,02); dan dimensi responsiveness dengan gap sebesar (0,03). Dari hasil penelitian ini dapat disimpulkan bahwa pelayanan yang diberikan Dikby Coffee masih belum dapat memenuhi harapan konsumen dengan nilai kualitas pelayanan Q sebesar 0,9978 dan gap keseluruhan merupakan gap negatif (0,01). Disarankan Dikby Coffee meningkatkan kenyamanan café, mempertahankan kebersihan café, penampilan dan kemampuan barista, variasi metode pembayaran, serta tampilan produk makanan dan minuman. Kata Kunci: SERVQUAL, IPA, Kepuasan Konsumen, Kualitas Pelayanan
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