Sugirahardja, Angga Dwi (2015) Pengukuran Tingkat Kepuasan Pelanggan Terhadap Kualitas Pelayanan Dengan Metode Servqual “Studi Kasus Pada Pusat Oleh-Oleh Harum Manis. Sarjana thesis, Universitas Brawijaya.
Abstract
Harum Manis merupakan salah satu pusat oleh-oleh terkenal dan terlaris di Kota Batu, dengan slogannya “Harum Manis Oleh-Oleh Paling Uenak”. Produk yang ditawarkan juga bervariasi tak kalah dengan toko oleh-oleh yang ada di Malang maupun di Batu. Toko Harum Manis menyediakan tempat atau kios yang bersih, rapi dan tertata. Meskipun begitu, masih banyak keluhan dari para pelanggan, seperti tempat parkir yang kurang luas, kelebihan perhitungan pembelian barang, dan stok barang kurang lengkap. Tujuan dari penelitian ini adalah Mengetahui tingkat kepuasan pelanggan terhadap kualitas pelayanan dan mengetahui atribut-atribut pelayanan yang diprioritaskan untuk diperbaiki dan dipertahankan. Analisis dilakukan dengan metode Servqual dan tools (alat) diagram kartesius. Metode Servqual digunakan untuk mengetahui tingkat kualitas pelayanan berdasarkan gap yang terjadi antara persepsi dan harapan pelanggan, dimensi yang digunakan antara lain: responsiveness (daya tanggap), reliability (keandalan), assurance (jaminan), emphaty (empati), tangibles (bukti langsung). Diagram kartesius digunakan untuk mengetahui atribut-atribut pelayanan yang diprioritaskan untuk diperbaiki dan dipertahankan. Diagram kartesius dibagi menjadi empat skala prioritas yaitu : prioritas utama (kuadran I), prioritas yang dipertahankan (kuadran II), prioritas rendah (kuadran III), dan prioritas berlebihan (kuadran IV). Berdasarkan hasil analisis dengan metode servqual didapatkan bahwa pelanggan harum manis belum puas dengan pelayanan yang diberikan. Hal ini terbukti dari nilai kesenjangan (gap) yang didapatkan dari kelima dimensi masih <0. Dimensi tangible nilai kesenjangannya (gap) sebesar -0,113. Dimensi reliability nilai kesenjangannya (gap) sebesar -0,046. Dimensi responsiveness nilai kesenjangannya (gap) sebesar -0,048. Dimensi empathy nilai kesenjangannya (gap) sebesar -0,090. Dimensi assurance nilai kesenjangannya (gap) sebesar -0,059. Berdasarkan hasil analisis diagram kartesius atribut yang menjadi prioritas utama untuk diperbaiki (kuadran I) yaitu parkiran yang luas, kelengkapan produk-produk yang dijual, kecakapan dan kehandalan karyawan dalam memberikan informasi mengenai produk yang ada, selalu memberikan ucapan selamat datang pada pelanggan yang datang berkunjung, dan selalu memberikan ucapan terima kasih pada saat konsumen pulang. Atribut yang harus dipertahankan (kuadran II) yaitu karyawan selalu cekatan dalam membantu pelanggan, kesadaran karyawan untuk segera minta maaf apabila terjadi kesalahan, keramahan pelayanan yang diberikan kepada konsumen, karyawan yang selalu teliti saat proses pembayaran.
English Abstract
Harum Manis is one of the famous and best souvenir store in Batu, which has slogan that is "Harum Manis Oleh-Oleh Paling Uenak". It offers many variated Products that are not inferior to others store products in Malang and Batu. Harum Manis store has already provide a clean, neat and orderly place. However, there still are many complaints from customers, especially related with the less extensive of parking area, the mis-counting of goods purchasing by cashier, and the un-complete of product availability. The purpose of this study is to know the level of customer satisfaction and to know services attributes which are in priority to be repaired and maintained. Analysis was conducted using servqual method and the cartesian diagram. Servqual method was used to determine the level of service quality according to the gap between customer perception and expectations. Variables/dimensions were used were responsiveness, reliability, assurance, empathy, and tangibles. Cartesian diagram was used to determine the attributes that were in priority to be repaired and maintained. Cartesian diagram is divided into 4 priorities, namely: the main priority (quadrant I), maintained priority (quadrant II), low priority (quadrant III), and excessive priority (quadrant IV). The result showed that Harum Manis customers were not satisfy with the provided service. This was prooved by the gap values were obtained from all dimension were < 0. Tangible, reliability, responsiveness, empathy, and assurance gap values were in amount of -0.113, -0.046, -0.048, -0.090, and -0.059 respectivelly. Based on the Cartesian diagram, the main priority atribute to be repaired were less-extensive of parking area, completeness of products availability, low skill and un-reliability of employees in providing of products information, always give a welcome greeting and always say thanks to customers. Furthermore, attributes that must be maintained were employees always adeptly to help customers, awareness of employees to ask apologize for an error, the friendly services are provided to consumers, employees who are always careful in payment process.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2014/507/051500217 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 16 Jan 2015 16:13 |
| Last Modified: | 12 Nov 2021 06:48 |
| URI: | http://repository.ub.ac.id/id/eprint/149923 |
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