Saputro, Dimas Setiyawan (2017) Mengukur Kualitas Pelayanan Kafe Kopituang Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Pesatnya pertumbuhan industri jasa restoran dan kafe di Kota Malang membuat persaingan semakin ketat. Kafe Kopituang adalah salah satu kafe yang menyajikan menu minuman coffe base dan non coffe base serta beberapa makanan ringan. Berpindahnya lokasi kafe membuat sistem pelayanan yang diberikan juga berubah. Sehingga diperlukan pengukuran kualitas pelayanan untuk mengetahui bagaimana perbandingan antara tingkat harapan dan persepsi kinerja pada masing masing dimensi kualitas pelayanan Kafe Kopituang. Penelitian ini menggunakan 80 responden dipilih menggunakan teknik nonprobability sampling dengan metode accidental sampling. Teknik pengambilan data menggunakan teknik wawancara dengan menggunakan kuesioner DINESERV yang terdiri dan 29 pertanyaan terkait atribut kualitas pelayanan. Metode analisis data yang digunakan adalah analisis statistik deskriptif, analisis gap 5 SERVQUAL dan diagram pareto. Hasil penelitian menunjukkan bahwa nilai gap yang terjadi diseluruh dimensi kualitas pelayanan adalah -0,56 yang berarti nilai kinerja kualitas pelayanan kafe Kopituang belum mampu memenuhi harapan pelanggan, nilai gap negatif juga menunjukkan bahwa konsumen belum puas dengan kinerja pelayanan kafe Kopituang. Dimensi yang memiliki nilai gap negatif adalah dimensi tangible, dan empathy, sedangkan dimensi reliability responsiveness dan assurance memiliki nilai gap positf. Berdasarkan diagram pareto, prioritas atribut kualitas pelayanan yang hams diperbaiki yakni ketersediaan internet, kemudahan menu kafe untuk dibaca dan menggambarkan kualitas produk, kenyamanan meja dan kursi, desain interior yang berkesan, ketersediaan tempat parkir yang memadai, promo/diskon tertentu serta fasilitas toilet yang memadai.
English Abstract
The rapid growth of restaurant and cafe service industry in Malang City makes the competition tighter. Kopituang Cafe is one of the cafes that serves a menu of beverage coffe base and non coffe base, and some snacks. The shifting location of the cafe makes the service system provided also changed. So it is necessary to measure the quality of service to find out how the comparison between the level of expectations and performance perceptions on each dimension of service quality Kopituang Cafe. This research used 80 respondents to know, data retrieval technique using DINESERV questionnaire consisting of 29 questions related to service quality attributes. Respondents were selected using nonprobability sampling technique with accidental sampling method. Data analysis method used is descriptive statistical analysis, gap 5 SERVQUAL analysis and pareto diagram. The results showed that the value of gap in all dimensions of service quality is -0.56, which means that the quality of service performance of Kopituang cafe has not meet customer expectations, negative gap also shows that consumers are not satisfied with the performance of Kopituang cafe service. Dimensions with negative gap are tangible and empathy dimensions, while Reliability responsiveness and assurance dimensions have a positive gap value. Based on pareto diagram, the priority of service quality attributes that must be improved is the availability of the internet, the ease of the cafe menu to read and describe the quality of the product, the comfort of the table and chairs, the impressive interior design, the availability of parking area, promotion/ discount and toilet facilities.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FP/2017/842/051711059 |
| Uncontrolled Keywords: | Kepuasan Konsumen, Kualitas Pelayanan, DINESERV |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | Yusuf Dwi N. |
| Date Deposited: | 15 Dec 2017 07:40 |
| Last Modified: | 03 Dec 2020 07:08 |
| URI: | http://repository.ub.ac.id/id/eprint/7113 |
Actions (login required)
 |
View Item |