Analisis Kualitas Pelayanan untuk Meningkatkan Kepuasan Pelanggan Menggunakan Metode Servqual (Studi Kasus : UMKM J-Cello Vermak)

Busyro, Fakhrus Shirooth (2025) Analisis Kualitas Pelayanan untuk Meningkatkan Kepuasan Pelanggan Menggunakan Metode Servqual (Studi Kasus : UMKM J-Cello Vermak). Undergraduate thesis, Universitas 17 Agustus 1945.

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Abstract

J-Cello Vermak merupakan UMKM jasa permak di Surabaya yang terus berusaha meningkatkan kualitas pelayanannya supaya bisa mencukupi keperluan pelanggan yang makin beragam. Namun, hingga saat ini usaha tersebut belum memiliki data yang jelas dan terukur mengenai kepuasan pelanggan, sehingga proses evaluasi layanan masih didasarkan pada penilaian pribadi pemilik. Hal ini dapat membuat keputusan perbaikan kurang tepat dan tidak maksimal dalam meningkatkan kepuasan pelanggan. Untuk itu, penelitian ini dilakukan dengan tujuan menilai kepuasan pelanggan secara lebih teratur serta mengidentifikasi aspek layanan yang paling memengaruhi penilaian pelanggan. Penelitian menggunakan metode kuantitatif deskriptif dengan pendekatan SERVQUAL untuk melihat selisih antara harapan dan pengalaman pelanggan pada lima dimensi utama, yakni tampilan fisik, keandalan, ketanggapan, jaminan, serta empati. Data dikumpulkan melalui kuesioner yang disebarkan atas pelanggan memakai teknik accidental sampling. Hasil penelitian diharapkan dapat memberikan gambaran nyata mengenai tingkat kepuasan pelanggan, membantu menentukan prioritas perbaikan layanan, serta menghasilkan rekomendasi strategis bagi pemilik usaha dalam meningkatkan kualitas layanan dan mendukung perkembangan usaha secara berkelanjutan.

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