Nurponco, Nugroho (2011) Kualitas Pelayanan pada Kemitraan Ayam Pullet di Kabupaten Malang (Studi Kasus pada PT. Adiguna Bintang Lestari). Magister thesis, Universitas Brawijaya.
Abstract
Kebutuhan peternak plasma akan sangat menentukan kualitas yang akan diberikan oleh PT. Adiguna Bintang Lestari sehingga kualitas yang tinggi bukan berdasar pada persepsi perusahaan melainkan berdasar pada persepsi peternak plasma. Oleh sebab itu penelitian ini dilakukan untuk mengetahui tingkat kesesuaian customer value, perceived price, corporate image and service quality yang diberikan oleh PT. Adiguna Bintang Lestari dengan harapan pelanggan. Data mengenai customer value, perceived value, corporate image and service quality dikumpulkan melalui wawancara dengan menggunakan kuesioner kepada 27 peternak plasma yang tergabung dalam kemitraan ayam pullet dengan PT. Adiguna Bintang Lestari. Selanjutnya, data yang terkumpul dianalisis dengan menggunakan teknik Importance Performance Analysis (IPA). Hasil Importance Performance Analysis (IPA) menunjukkan bahwa beberapa atribut dari variabel customer value yang meliputi kualitas DOC, kualitas pakan dan kuantitas pakan menunjukkan imbangnya harapan peternak dengan pelayanan yang diberikan perusahaan. Sedangkan atribut kepadatan kandang serta kuantitas DOC tidak menjadi tuntutan bagi peternak namun tetap mendapatkan perhatian yang sangat baik dari Perusahaan. Pada variabel Perceived Price , atribut biaya pemeliharaan pullet menunjukkan bahwa peternak cukup puas dengan kebijakan yang ditetapkan Perusahaan. Sedangkan atribut insentif performance tidak terlalu diharapkan oleh peternak dan Perusahaan juga tidak menjadikannya sebagai prioritas. Pada variabel Corporate Image , atribut usaha kemitraan ayam pullet menjadi suatu bidang usaha yang sangat di harapkan oleh peternak dan perusahaan juga memberikan kesempatan dan pelayanan yang sangat baik. Sedangkan atribut peran perusahaan di bidang sosial masyarakat tidak menjadi prioritas, baik bagi peternak maupun perusahaan. Selanjutnya, lima atribut dari variabel Service Quality yang meliputi program pemeliharaan, program kesehatan, keberadaan petugas penyuluh lapangan, keberadaan team vaksinator dan penanganan kasus telah terlayani secara baik oleh perusahaan sesuai dengan harapan peternak. Atribut program replacement dan keberadaan penyuluhan/kursus/seminar tidak menjadi prioritas bagi peternak maupun perusahaan. Sebagai catatan, dua atribut lainnya yaitu program penimbangan dan program potong paruh, tidak menjadi perhatian bagi peternak tetapi dilaksanakan dengan sangat baik oleh perusahaan. Sebaliknya atribut jadwal panen, suatu hal yang sangat diharapkan tepat waktu oleh peternak, pelaksanaannya sering tidak sesuai dengan jadwal sehingga peternak masih belum puas dengan kinerja perusahaan. Berdasarkan hasil analisis IPA, umumnya kinerja perusahaan berada di atas rata-rata harapan peternak plasma, sehingga dapat dikatakan peternak plasma merasa puas atas kinerja perusahaan PT. Adiguna Bintang Lestari. Untuk itu perusahaan harus mampu mempertahankan kesesuaian atribut-atribut yang terdapat dalam kuadran B . Atribut jadwal panen pada variabel Service Quality termasuk dalam Kuadran A , perlu mendapat perhatian khusus untuk ditingkatkan manajemennya. Sedangkan atribut-atribut pada variabel Customer Value dan Service Quality yang meliputi Kuantitas DOC, Program Penimbangan dan Program Potong Paruh, masuk dalam Kuadran D merupakan hal-hal yang dianggap tidak penting oleh pelanggan tetapi dilakukan sangat baik oleh perusahaan. Mengingat pentingnya program-program tersebut, maka pengkoordinasian serta pembinaan yang lebih luas kepada peternak tentang hal ini perlu untuk dilakukan sehingga target produksi ayam pullet yang berkualitas dapat dicapai.
English Abstract
The needs of plasma farmers will indeed determine the quality that have to be provided by PT. Adiguna Bintang Lestari. Therefore, a high quality is not determined based on the companys perception but based on the plasma farmerss perception. Thus, this study was conducted to determine the suitability level of customer value, perceived price, corporate image and service quality provided by PT. Adiguna Bintang Lestari meets the customer expectations. Data of the customer value, perceived value, corporate image and service quality were collected through questionnaire interviews with 27 farmers who are members of plasma Pullet chickens in partnership with PT. Adiguna Bintang Lestari. Then, data were analyzed using the technique of Importance Performance Analysis (IPA). The results of Importance Performance Analysis (IPA) showed that some attributes of Customer Value variable including the quality of DOC, feed quality and feed quantity showed the suitability between farmers expectation with services from company.While the attributes of cage density and quantity of DOC were not claimed important by the farmer but got a very good attention from the company. In Perceived Price variable, the attribute of pullet maintenance cost indicated that farmers were quite satisfied with the companys policies. While the attributes of performance incentives was not too much expected by the farmer and the company also did not make it as a priority. In Corporate Image variable, attribute of pullet business partnership was an expected business for the farmers and the company also provided its opportunity and excellent service. While the attribute of the companys role in society was not a priority for both farmers and company. Furthermore, the five attributes of Service Quality variable, included the maintenance program, health program, the existence of field extension workers, vaccinators and the presence of case handling team have been served well by the company in accordance with the expectations of farmers. Attribute of replacement program and the existence of counseling/courses/seminars were not be priority for farmers and companies. It was underlined, that two other attributes of weighing program and debeaking program, were not a concern for the farmers but served very well by the company. On the other hand, attribute of harvest schedule, something that was expected on time by the breeder, was not implemented as regularly as its schedule. Therefore, the farmers were not satisfy with the performance of the company. Based on the results of Importance Performance Analysis (IPA), generally the companys performance was above average expectations of plasma farmers. It can be said that plasma farmers were satisfied for the performance of the PT. Adiguna Bintang Lestari. For that the company should be able to maintain the attributes that were found in quadrant B . Harvesting schedule attribute of Service Quality variable was included in quadrant A , need special attention to be improved. While the attributes of Customer Value and Service Quality variables which include DOC quantity , weighing program and debeaking program, included in quadrant D were the things that were not considered important by farmers but done very well by the company. Considering the importance of these programs, the coordination and guidance to plasma farmers about it needs to be done so that the target of high quality of pullet production can be achieved.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/338.176 513/NUR/k/041103888 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | S2/S3 > Magister Ilmu Ternak, Fakultas Peternakan |
| Depositing User: | Endro Setyobudi |
| Date Deposited: | 13 Oct 2011 14:27 |
| Last Modified: | 13 Oct 2011 14:27 |
| URI: | http://repository.ub.ac.id/id/eprint/155989 |
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