Siswanto, RiaAudina (2017) Analisis Kepuasan Konsumen Dengan Metode Fuzzy Service Quality (Servqual) Dan Quality Function Deployment (Qfd) Untuk Meningkatkan Mutu Pelayanan (Studi Kasus Di Cafe Cotton Inc. Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Bisnis cafe dapat dikatakan suatu bisnis yang menjanjikan. Hingga saat ini, perkembangan bisnis cafe semakin tahun semakin pesat. Salah satu kota yang mengalami perkembangan cafe yaitu Kota Malang. Banyaknya cafe yang bermunculan menuntut para owner berpikir lebih kreatif dan inovatif dalam menciptakan berbagai ide dan konsep. Salah satu cafe yang muncul dengan konsep berbeda yaitu Cafe Cotton Inc. Malang. Cafe ini berdiri pada tanggal 13 Juni 2015 dan beralamat di Jalan Puncak No. 8 Malang. Cafe Cotton Inc. Malang mengusung menu cotton candy sebagai menu andalannya. Di Kota Malang belum ada sebelumnya restoran maupun cafe yang memiliki menu cotton candy . Sebagai bisnis baru, cafe Cotton Inc. Malang memiliki beberapa keluhan dari konsumen terkait pelayanan, selain itu juga pada cafe Cotton Inc. Malang belum pernah dilakukan pengukuran terhadap kepuasan konsumen sehingga cafe Cotton Inc. Malang mengetahui secara pasti kepuasan konsumen. Tujuan dari penelitian ini yaitu menentukan atribut serta respon teknis yang dijadikan target utama dalam memenuhi kepuasan konsumen serta perbaikan layanan pada cafe Cotton Inc. Malang. Metode yang digunakan yaitu Fuzzy Service Quality (fuzzy SERVQUAL) dan Quality Function Deployment (QFD). Metode Servqual menggunakan lima dimensi kualitas pelayanan, yaitu dimensi tangible, reliability, responsiveness, assurance dan emphaty. Integrasi antara logika fuzzy dan metode Service Quality digunakan sebagai usaha untuk mengurangi ketidaktepatan responden dalam memberikan penilaian terhadap lima dimensi servqual . Metode Quality Function Deployment (QFD) digunakan untuk memberikan usulan perbaikan pada penelitian ini. Usulan perbaikan itu nantinya dapat diterapkan pada cafe Cotton Inc. Malang guna meningkatkan kepuasan konsumen. Berdasarkan pengolahan data menggunakan metode fuzzy-servqual didapatkan atribut yang menjadi prioritas utama dalam memenuhi kepuasan konsumen dan perbaikan pada cafe Cotton Inc. Malang yaitu kecepatan penyajian makanan yang dipesan (X 23), tata letak ruangan yang menarik secara visual (X 11), dan kondisi ruangan yang memberikan kenyamanan kepada konsumen (X 14). Hasil dari metode Quality Function Deployment (QFD) menunjukkan bahwa respon teknis yang menjadi target utama yaitu melakukan pelatihan karyawan dalam memberikan pelayanan, menetapkan SOP pelayanan kepada konsumen, serta melakukan perubahan tata letak ruangan dan dekorasi cafe.
English Abstract
Cafe businessis a promising business. Cafe business until now growing more rapidly. One of the cities that thrive in cafe business is Malang. The number of cafes that have sprung up demanding the owner to think more creative and innovative in creating a variety of ideas and concepts. One of cafe that appears with a different concept, which is Cotton Inc. Cafe Malang. Cotton Inc. was established on June 13, 2015 and located at Jalan Puncak No. 8 Malang. Cotton Inc. cafe carries cotton candy as a menu mainstay. In Malang, there has been no previous restaurant or cafe that serves cotton candy as their menu. As a new business, Cotton Inc. cafe have a few complaints from consumers to the services, moreover, it has never been carried out of measurement on customer satisfaction, so Cotton Inc. cafe need to know the customer satisfaction. The purposes of this study are to determine the attributes and technical responses are used as the main target increase customer satisfaction as well as improved service at the Cotton Inc. cafe, Malang. The method used is Fuzzy Service Quality (SERVQUAL fuzzy) and Quality Function Deployment (QFD). Servqual method using the five dimensions of service quality, the dimensions are tangible, reliability, responsiveness, assurance and empathy. The integration between fuzzy logic and Service Quality method used in an effort to reduce inaccuracy respondents in providing an assessment of the five dimensions servqual. Quality Function Deployment (QFD) method is used to provide corrective suggestions in this study. Proposed improvements can be applied later in the Cotton Inc. cafe to increase customer satisfaction. Based on data processing using fuzzy-servqual obtained attributes are a top priority to increase customer satisfaction and improvement in the Cotton Inc. cafe Malang, the speed of presentation of food ordered (X 23), the room layout that is visually appealing (X 11), and the condition of the rooms that provide comfort to the consumer (X 14). Results of Quality FunctionDeployment (QFD) indicates that the technical response that the main target is to do the training of employees in providing services, establish SOP service to consumers, as well as make changes to the room layout and decor of the cafe.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2017/33/051701610 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Kustati |
| Date Deposited: | 01 Mar 2017 14:45 |
| Last Modified: | 22 Oct 2021 02:32 |
| URI: | http://repository.ub.ac.id/id/eprint/151478 |
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