Analisis Service Quality Dengan Menggunakan Metode Importance Performance Analysis (ipa) Studi Pada Konsumen Btw CafÉ Cimahi Tahun 2020

Abstract

Abstrak Penelitian ini ditujukan untuk mengamati pengaruh dari service quality atau pelayanan jasa terhadap kepuasan konsumen BTW Café di Bandung. BTW Café didirikan pada bulan Juni tahun 2017 yang berlokasi di kawasan UNJANI, Cimahi. BTW Café menyajikan berbagai menu lokal yang sedang kekinian dan sedang digemari oleh masyarakat, dengan menu utama yaitu sate taichan. Desain interior yang unik dan nyaman juga dapat meningkatkan kualitas pelayanan dan citra perusahaan. Kepentingan kualitas layanan tersebut dievaluasi dengan diadakannya penelitian ini. Variabel dari service quality yang digunakan dalam penelitian ini adalah tangible, empathy, reliability, responsiveness, dan assurance. Penelitian ini dilaksanakan dengan menyebarkan kuisioner kepada 100 orang pelanggan di BTW Cafe. Metode pengolahan data dilakukan dengan menggunakan validitas, reliabilitas dan metode Importance Performance Analysis (IPA) melalui analisis GAP. Selain itu, penelitian ini dapat mengetahui faktor apa saja yang paling dominan mempengaruhi kepuasan pelanggan.Berdasarkan hasil analisis menggunakan metode Importance Performance Analysis terhadap 100 responden di BTW Café Cimahi, menunjukkan bahwa semua indikator Service Quality memiliki nilai yang kurang dari yang diharapkan konsumen, yaitu nilai rata-rata gap sebesar - 0,91. Selain itu dari total 32 pernyataan dalam kuisioner, terdapat 14 poin yang berada di Kuadran I (prioritas utama), 14 poin di Kuadran II (pertahankan kinerja), 3 poin di Kuadran III (prioritas rendah), dan 1 poin di Kuadran IV (berlebihan). Kata Kunci : Service Quality, Importance Performance Analysis, Pemasaran Abstract This research is aimed to observe the influence of service quality or service to customer satisfaction of BTW Café in Bandung. BTW Café was established in June of 2017 which is located in UNJANI area, Cimahi. BTW Café serves a variety of local menu that is popular and is being loved by the community, with the main menu namely Sate Taichan. Unique and comfortable interior design can also improve the quality of service and image of the company. The quality of service is evaluated by the holding of this research. The variables of the service quality used in this study are tangible, empathy, reliability, responsiveness, and assurance. The research was conducted by spreading the questionnaire to 100 customers at BTW Cafe. Data processing methods are done using the validity, reliability and method of Importance Performance Analysis (IPA) through GAP analysis. In addition, this research can figure out what factors most predominant affect customer satisfaction. Based on the results of the analysis using the Importance Performance Analysis method of 100 respondents in BTW Café Cimahi, indicating that all indicators of Service Quality have a value that is less than the consumer expected, namely the average gap value of-0.91. In addition to the total 32 questions in the questionnaire, there were 14 points in the Quadrant I (Concentrate Here), 14 points in the Quadrant II (maintain performance), 3 points in the Quadrant III (Low Priority), and 1 points in the Quadrant IV (excessive). Keywords: Service Quality, Importance Performance Analysis, marketing