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ANALISIS KEPUASAN KONSUMEN TERHADAP KUALITAS PELAYANAN MENGGUNAKAN METODE SERVICE QUALITY (SERVQUAL) DAN IMPORTANCE PERFORMANCE ANALYSIS (IPA) (STUDI KASUS: BAKSO BAKAR MAHKOTA PARANGTRITIS)
Bakso Bakar Mahkota Parangtritis is a culinary business. Based on internal observations, employee conditions are generally good, characterized by a low employee turnover rate, which means employees are highly loyal to Bakso Bakar Mahkota Parangtritis. The problem stems from customer satisfaction that has not been optimally met. This study aims to identify the number of attributes related to performance levels, identify the most important service attributes and those that require improvement to meet customer expectations, and provide suggestions for improvements to improve service quality. This study uses the service quality (Servqual) method to measure the gap between customer expectations and reality, and the importance performance analysis (IPA) to map attributes into four quadrants based on importance and performance. The number of respondents in this study was 125. The results of the study, namely there are 22 attributes in the 5 dimensions of servqual that have a negative gap, indicate that the service provided has not met customer expectations. In the IPA method included in quadrant I there are 2 attributes, namely consumers feel confident that the raw materials and the process of making meatballs are in accordance with Islamic law (Halal) (A2) and complete meatball variants as stated in the menu list (T1) with the root of the problem of not displaying halal certificates, there are stray dogs in the corner gazebo that can contaminate cutlery that has been used by consumers, only relying on one supplier of raw materials, not updating the menu on social media such as WhatsApps and Instagram for each variant that is ready on that day, and not providing a marker if the menu has run out on the menu board. With the proposed improvements, namely immediately submitting the halal certificate process, if the halal certificate has been issued immediately post it in a strategic place such as the cashier, educating customers not to use the corner gazebo area, providing a sign in the corner gazebo if the gazebo cannot be used, looking for a backup supplier with a minimum of 2 suppliers as a backup to anticipate the main supplier being closed or running out of stock of raw materials, updating the menu list for each variant available on that day through social media such as WA & IG, providing a marker for the menu list that is out of stock on the menu board.
FAKULTAS SAINS DAN TEKNOLOGI, UIN SUNAN KALIJAGA YOGYAKARTA
NIM.: 22106060006 Valentina Aprilia Vanesia
ANALISIS KEPUASAN KONSUMEN TERHADAP KUALITAS PELAYANAN MENGGUNAKAN METODE SERVICE QUALITY (SERVQUAL) DAN IMPORTANCE PERFORMANCE ANALYSIS (IPA) (STUDI KASUS: BAKSO BAKAR MAHKOTA PARANGTRITIS) (Text)
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