Evaluasi Kualitas Layanan Menggunakan Metode Retail Service Quality Scale (RSQS) Dan Importance Performance Analysis (IPA) Pada Ritel “Laskar Buah” Bojonegoro. (Evaluation of Service Quality Using the Retail Service Quality Scale (RSQS) Method and Importance Performance Analysis (IPA) at the “Laskar Buah” Retail in Bojonegoro).

Layalia, Aghnia (2025) Evaluasi Kualitas Layanan Menggunakan Metode Retail Service Quality Scale (RSQS) Dan Importance Performance Analysis (IPA) Pada Ritel “Laskar Buah” Bojonegoro. (Evaluation of Service Quality Using the Retail Service Quality Scale (RSQS) Method and Importance Performance Analysis (IPA) at the “Laskar Buah” Retail in Bojonegoro). Masters thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Laskar Buah Bojonegoro merupakan jaringan ritel modern yang berfokus pada penjualan buah segar dan telah memiliki seratus cabang di sepuluh kabupaten. Salah satu cabangnya, Laskar Buah Ngumpakdalem, termasuk dalam tiga besar cabang dengan volume transaksi tertinggi, namun menerima sejumlah keluhan pelanggan terkait kualitas pelayanan. Kondisi ini mendorong manajemen untuk melakukan evaluasi menyeluruh terhadap kualitas layanan toko. Penelitian ini bertujuan untuk menganalisis dan mengevaluasi kualitas layanan menggunakan metode Importance Performance Analysis (IPA) berbasis pada Retail Service Quality Scale (RSQS). Hasil analisis digunakan untuk menentukan prioritas perbaikan layanan dan mengidentifikasi kesenjangan antara harapan dan kinerja pelanggan. Hasil penelitian menunjukkan bahwa seluruh dimensi RSQS memiliki nilai gap negatif, menandakan bahwa kinerja aktual belum memenuhi ekspektasi pelanggan. Nilai gap terbesar terdapat pada Physical Aspect (–0,208) dan Problem Solving (–0,200), diikuti oleh Reliability (–0,146), Personal Interaction (–0,122), dan Policy (–0,115). Berdasarkan pemetaan Importance Performance Analysis, terdapat 11 atribut pada Kuadran A (prioritas rendah), 4 atribut yang termasuk Kuadran B (prioritas utama perbaikan), 12 atribut pada Kuadran C (pertahankan kinerja baik), dan 1 atribut pada Kuadran D (kinerja berlebih). Temuan ini menegaskan bahwa aspek kebersihan area belanja, tata letak toko, pengetahuan karyawan terhadap produk, serta kesegaran produk merupakan faktor paling krusial yang perlu segera ditingkatkan. Oleh karena itu, peningkatan kualitas lingkungan fisik, kompetensi karyawan, dan sistem pengendalian rantai pasok menjadi langkah strategis untuk meningkatkan kepuasan dan loyalitas pelanggan Laskar Buah Bojonegoro.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Ritel, Retail Service Quality Scale, Importance Performance Analysis, Kesenjangan Kualitas Layanan
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Magister Manajemen
Depositing User: 1262400056 Aghnia Layalia
Date Deposited: 22 Jul 2026 03:54
Last Modified: 22 Jul 2026 03:54
URI: http://repository.untag-sby.ac.id/id/eprint/45609

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