Integrasi Servqual, Kano Model Dan Analisis Swot Upaya Strategi Pemasaran Untuk Peningkatan Kualitas Layanan Pada CV. Insani Production. (Integration of Servqual, Kano Model, and SWOT Analysis of Marketing Strategy Efforts for Improving Service Quality at CV. Insani Production).

Izzurromadlon, Achmad (2024) Integrasi Servqual, Kano Model Dan Analisis Swot Upaya Strategi Pemasaran Untuk Peningkatan Kualitas Layanan Pada CV. Insani Production. (Integration of Servqual, Kano Model, and SWOT Analysis of Marketing Strategy Efforts for Improving Service Quality at CV. Insani Production). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

CV. Insani Production merupakan usaha yang berjalan pada bidang penyewaan dekorasi yang telah berdiri sejak 1998. Akan tetapi dengan berkembangnya teknologi saat ini memicu semakin ketatnya persaingan di dunia industri di bidang jasa, semakin mempersempit pula den memperketat persaingan di bidang jasa. Dengan begitu saingan tidak hanya dimana dia berdiri, dan saingannya tidak lagi terbatas oleh suatu wilayah, kota, bahkan negara. Cv. Insani Production mengalami penurunan omset dikarenakan kurangnya pengembangan pada kualitas pelayanan dari tahun ke tahun. Peneliti membantu owner untuk dapat mengatasi hal tersebut dengan menggunakan metode servqual, kano, dan SWOT. Berdasarkan perhitungan servqual dikatakan bahwa banyak pelanggan yang merasa kurang puas pada (X4.1 respon yang cepat) dengan nilai GAP 0,67. Sedangkan untuk metode kano didapatkan hasil dari 25 indikator yang ada masuk dalam kategori one dimensional dalam katagori ini kecukupan maupun ketersediaan atribut akan menghasilkan kepuasan dan ketidakcukupannya serta ketidaktersediaannya akan mengakibatkan ketidakpuasan, sehingga seluruh indikator harus diperbaiki atau ditingkatkan agar dapat meningkatkan kepuasan pelanggan. Semua indikator masuk pada kategori one dimensional sehingga dapat disimpulkan bahwa pelayanan yang diberikan CV. Insani Production masuk dalam kategori baik. Berdasarkan matrik SWOT diketahui bahwa strategi yang digunakan masuk pada kuadran 1 yaitu strategi (S-O) dimana memanfaatkan kekuatan untuk mendapatkan kesempatan yang ada. Kata kunci: Servqual, Kano, SWOT, Kepuasan Pelanggan, Loyalitas

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