Analisis Service Quality Menggunakan Metode Importance Performance Analysis (ipa) Pada Lalune Coffee& Luncheonette Kota Bandung Tahun 2020

Abstract

ABSTRAK Penelitian ini ditunjukan untuk mengamati pengaruh dari service quality atau pelayanan jasa terhadap kepuasan konsumen pada Lalune Coffee & Luncheonette di Bandung. Lalune Coffe & Luncheonette didirikan pada 20 Desember 2018 yang berlokasi pada Jalan Hegarmanah, Bandung. Lalune Coffe & Luncheonette menyajikan menu lokal hingga internasional, namun berfokus pada penyajian kopi terbaik. Desain interior yang tidak biasa dan nyaman adalah faktor yang meningkatkan citra dan kualitas pelayanan perusahaan. Pentingnya kualitas layanan tersebut dikaji dengan diadakannya penelitian ini. Variabel service quality yang digunakan dalam penelitian ini adalah tangible, empathy, reliability, responsiveness, dan assurance. Penelitian ini dilaksanakan dengan menyebarkan kuisioner kepada 100 orang konsumen yang pernah berkunjung ke Lalune Coffee & Luncheonette. Metode pengolahan menggunakan validitas, reliabilitas, analisis deskriptif dan metode Importance Performance Analysis (IPA). Penelitian ini bertujuan mengetahui kepuasaan pelanggan dan aspek apa yang perlu diperbaiki di Lalune Coffee & Luncheonette. Berdasarkan hasil analisis menggunakan metode Importance Performance Analysis dan analisis deskriptif terhadap 100 responden di Lalune Coffee & Luncheonette, menunjukan bahwa indikator Empathy mendapat persentase kenyataan paling rendah sebesar 79%. Selain itu dari total 18 pernyataan dalam kuisioner, terdapat 3 poin yang berada di Kuadran A (prioritas utama), 8 poin di Kuadran B (pertahankan prestasi), 7 poin di Kuadran C (prioritas rendah), dan tidak ada poin yang masuk ke dalam Kuadran D (berlebihan). Kata Kunci: Service Quality, Importance Performance Analysis, Pemasaran. ISSN : 2442-5826 e-Proceeding of Applied Science : Vol.6, No.2 Desember 2020 | Page 2759 ABSTRACT This research is shown to serve the influence of service quality or service on customer satisfaction at Lalune Coffee & Luncheonette in Bandung. Lalune Coffee & Luncheonette was founded on December 20, 2018, which is located at Jalan Hegarmanah, Bandung. Lalune Coffee & Luncheonette serves local to international menus, but focuses on serving the best coffee. An unusual and comfortable interior design is a factor that enhances the company's image and service quality. The importance of the quality of these services is assessed by conducting this study. The service quality variables used in this study were tangible, empathy, reliability, responsiveness, and assurance. This research was conducted with a questionnaire to 100 consumers who have been to Lalune Coffee & Luncheonette. The processing method uses validity, reliability, descriptive analysis and the Importance Performance Analysis (IPA) method. This study aims to see customer satisfaction and what aspects need to be improved at Lalune Coffee & Luncheonette. Based on the results of the analysis using the Importance Performance Analysis method and descriptive analysis of 100 respondents at Lalune Coffee & Luncheonette, it shows that the Empathy indicator gets the lowest proportion of 79%. Apart from that, from a total of 18 statements in the questionnaire, there are 3 points in Quadrant A (top priority), 8 points in Quadrant B (maintain achievement), 7 points in Quadrant C (low priority), and no points are included in Quadrant D (exaggerated). Keywords: Service Quality, Important Performance Analysis, Marketing.