ANALISIS TINGKAT KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DENGAN METODE SERVICE QUALITY DAN METODE IMPORTANCE PERFOMANCE ANALYSIS DI KOPI SONGO SELAWE

Yulvaniya, Farah and Setiafindari, Widya (2025) ANALISIS TINGKAT KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DENGAN METODE SERVICE QUALITY DAN METODE IMPORTANCE PERFOMANCE ANALYSIS DI KOPI SONGO SELAWE. Tugas Akhir thesis, University of Technology Yogyakarta.

[img] Text
5210611027 FARAH YULVANIYA_ABSTRAK.pdf
Download (249kB)

Abstract

Abstrak Penelitian ini bertujuan untuk menganalisis tingkat kualitas pelayanan terhadap kepuasan pelanggan di Kopi Songo Selawe dengan menggunakan metode Service Quality (SERVQUAL) dan Importance Performance Analysis (IPA). Penelitian ini melibatkan 92 responden yang merupakan pelanggan Kopi Songo Selawe, dengan karakteristik mayoritas berusia 18–25 tahun (84,8%) dan berprofesi sebagai mahasiswa/pelajar (79,3%). Pengolahan data dilakukan dengan menggunakan lima dimensi SERVQUAL, yaitu Tangible, Reliability, Responsiveness, Assurance, dan Empathy. Hasil penelitian Service Quality menunjukkan nilai gap terbesar terdapat pada dimensi Tangible memiliki gap terbesar, dengan nilai rata-rata -1,71, diikuti oleh Empathy (-1,47), Reliability (-1,37), Responsiveness (-1,25), dan Assurance (-1,08). Atribut dengan gap terbesar adalah "ketersediaan fasilitas penunjang" (-1,98) dan "area parkir yang cukup" (-1,97), yang menunjukkan pelayanan belum memenuhi harapan. Melalui analisis IPA, atribut-atribut tersebut berada pada Kuadran A (prioritas utama), sehingga perlu segera dilakukan perbaikan. Penelitian ini memberikan rekomendasi strategis bagi Kopi Songo Selawe dalam meningkatkan kualitas pelayanan guna meningkatkan kepuasan dan loyalitas pelanggan. Kata kunci: Kualitas Pelayanan, Service Quality, Importance Performance Analysis, kepuasan pelanggan Abstract This study aims to analyze the level of service quality on customer satisfaction at Kopi Songo Selawe using Service Quality (SERVQUAL) and Importance Performance Analysis (IPA) methods. This study involved 92 respondents who were Kopi Songo Selawe customers, the majority 18–25 years (84.8%) and working as students (79.3%). Data processing was carried out using the five dimensions of SERVQUAL: Tangible, Reliability, Responsiveness, Assurance, and Empathy. The results of the Service Quality study indicate that the largest gap is in the Tangible dimension, with an average value of -1.71, followed by Empathy (-1.47), Reliability (-1.37), Responsiveness (-1.25), and Assurance (-1.08). The attributes with the largest gaps are "availability of supporting facilities" (-1.98) and "adequate parking area" (-1.97), indicating that the service has not met expectations. Through the IPA analysis, these attributes are in Quadrant A (top priority), requiring immediate improvement. This study provides strategic recommendations for Kopi Songo Selawe in improving service quality to increase customer satisfaction and loyalty. Keywords: Service Quality, Service Quality, Importance Performance Analysis, customer satisfaction

Item Type: Thesis (Skripsi, Tugas Akhir or Kerja Praktek) (Tugas Akhir)
Subjects: T Technology > TS Manufactures
Divisions: Fakultas Sains dan Teknologi > S1 Teknik Industri
Depositing User: Kaprodi S1 Teknik Industri UTY
Date Deposited: 19 Dec 2025 03:51
Last Modified: 19 Dec 2025 03:51
URI: http://eprints.uty.ac.id/id/eprint/19541

Actions (login required)

View Item View Item
UTY Open Access is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.