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ANALISIS KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN MENGGUNAKAN METODE SERVICE QUALITY (SERVQUAL) DAN IMPORTANCE PERFORMANCE ANALYSIS (IPA) (STUDI KASUS: SWALAYAN KOPMA UIN SUNAN KALIJAGA YOGYAKARTA)
Kopma UIN Sunan Kalijaga Yogyakarta is a business unit under the auspices of the university and aims to meet the needs of students. Based on the results of interviews, several complaints related to services were obtained, such as incomplete product availability and there are still many price tags that are not listed on the product shelf. This study aims to analyze the quality of self-service services based on reality and consumer expectations, identify the strengths and weaknesses of service quality, determine the attributes that are priority for improvement, and provide suggestions for improvement. The research used the Service Quality (Servqual) and Importance Performance Analysis (IPA). Servqual is used to measure the gap between consumer expectations and reality, while IPA is used to map service attributes into four quadrants based on level of importance and performance. The number of respondents used in this analysis was 101 respondents. The results of the analysis show that all service attributes have a negative gap value, which means that the service has not met consumer expectations. Based on the results of IPA mapping, there are two attributes that are included in Quadrant I, the main priority for improvement. The first attribute is that the price of the product listed on the shelf is in accordance with the price at the cashier (R3) with proposed improvements for supermarkets should schedule regular checking of price tags on shelves and assign one or two special employees as the person responsible for updating price tags. The second attribute, namely the availability of product price tags on each product, is clear (T4) with suggested improvements. Supermarkets need to print price tags with a large enough font size, clear, and use fonts that are easy to read.
FAKULTAS SAINS DAN TEKNOLOGI, UIN SUNAN KALIJAGA YOGYAKARTA
ANALISIS KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN MENGGUNAKAN METODE SERVICE QUALITY (SERVQUAL) DAN IMPORTANCE PERFORMANCE ANALYSIS (IPA) (STUDI KASUS: SWALAYAN KOPMA UIN SUNAN KALIJAGA YOGYAKARTA) (Text)
ANALISIS KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN MENGGUNAKAN METODE SERVICE QUALITY (SERVQUAL) DAN IMPORTANCE PERFORMANCE ANALYSIS (IPA) (STUDI KASUS: SWALAYAN KOPMA UIN SUNAN KALIJAGA YOGYAKARTA) (Other)
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