Hermansyah, Moch Junaedi (2014) Pengukuran Kepuasan Konsumen Terhadap Kualitas Pelayanan Produk Olahan Jamur Tiram Dengan Metode Servqual (Studi Kasus Di Cv. Sego Njamoer Outlet Cabang Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Konsep bisnis makanan franchise saat ini sedang berkembang di kota Malang. Strategi para pelaku bisnis waralaba agar dapat bertahan dalam persaingan ialah dengan mengutamakan kepuasan konsumen. Salah satu faktor yang dapat mempengaruhi tingkat kepuasan konsumen ialah pelayanan yang diberikan oleh perusahaan kepada konsumen. Untuk mengetahui tingkat pelayanan terhadap kepada konsumen maka perusahaan membutuhkan penelitian yang berhubungan dengan pengukuran nilai kepuasan konsumen. Penggunaan metode Servqual merupakan hal yang tepat untuk membandingkan harapan dengan kinerja pelayanan yang diberikan. Penelitian ini digunakan untuk mengetahui tingkat kepuasan konsumen terhadap pelayanan CV. Sego Njamoer, dimensi dan atribut yang harus diprioritaskan dalam upaya peningkatan kepuasan konsumen. Hasil penelitian yang telah dilakukan menunjukkan bahwa terdapat tiga dimensi yang mampu memberikan kepuasan terhadap konsumen, antara lain empathy (0.005), reliability (0.001),dan responsiveness (0.001). Sedangkan masih terdapat dua dimensi yaitu tangible (-0.014) dan assurance (-0.02) yang belum dapat memberikan kepuasan terhadap konsumen. Sedangkan berdasarkan pemetaan melalui diagram kartesius didapatkan hasil bahwa empat atribut yang menjadi prioritas utama dalam kinerja yang diberikan ialah pelayan membersihkan nasi dan jamur yang bercecer ketika sebelum dan sesudah memasak, pegawai memasang media marketing sesuai standar, pegawai membersihkan sampah di sekitar outlet, dan serta penggunaan sarung tangan saat mencetak Sego Njamoer.
English Abstract
The franchise food business concept today is developing in the Malang City. The strategy of franchisee businessmen to survive in the competition by giving emphasis to the consumers satisfaction. One of factors that influence the consumer satisfaction is the services that given by company to the consumer. Company need some research to determine how good is their services to the customer. The use of Servqual method is appropriate because able to analyze the quality level and also to compare the expectation with the given services. The research was used to know the consumer satisfaction level on CV Sego Njamoer services, what dimensions and attribute that had highest priority to improve the consumer satisfaction. The results showed there were three dimensions that able to give satisfaction to the consumers, such as empathy (0.005 points), reliability (0.001), and responsiveness (0.001). While there were other dimensions, that was tangible (-0.014) and assurance (-0.02) that unable to give satisfaction to the consumer. While based on the calculation by cartesius diagram, it was obtained that four attributes that become main priorities in the given performance was the service to clean the scattered rice and mushroom before and after cooking, the employee set proper marketing media, employee clean the garbage around the outlet, and the use of glove when moulding the Sego Njamoer.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2014/483/051407830 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Hasil Pertanian |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 26 Nov 2014 10:15 |
| Last Modified: | 12 Nov 2021 03:27 |
| URI: | http://repository.ub.ac.id/id/eprint/149897 |
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