HIDAYAH, MUHAMMAD NUR WAHYU (2018) PERBAIKAN KUALITAS PELAYANAN UNTUK MENINGKATKAN KEPUASAN PELANGGAN DENGAN METODE IMPORTANCE PERFORMANCE ANALYSIS (IPA) DAN CUSTOMER SATISFACTION INDEX (CSI) (Studi Kasus pada PT Gojek Indonesia di Yogyakarta). Other thesis, UPN "Veteran" Yogyakarta.
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Abstract
ABSTRAK PT GO-JEK Indonesia cabang Yogyakarta adalah sebuah perusahaan yang menyediakan jasa transportasi. Data perusahaan menyebutkan bahwa terjadi penurunan jumlah orderan pada layanan GO-RIDE. Penelitian pendahuluan menunjukkan bahwa konsumen belum merasa puas atas layanan GO-RIDE yang diberikan, diantaranya mengenai lamanya waktu penjemputan oleh driver serta tarif yang masih terasa mahal. Penelitian ini bertujuan untuk meningkatkan kepuasan pelanggan dengan cara memperbaiki kualitas layanan. Dimensi kualitas pelayanan yang diukur adalah tangibles (5 atribut pelayanan), reliability (5 atribut pelayanan), responsiveness (5 atribut pelayanan), assurance (5 atribut pelayanan) dan empathy (5 atribut pelayanan). Kelima dimensi tersebut diukur menggunakan metode Importance Performance Analysis (IPA) untuk menempatkan atribut-atribut ke dalam diagram kartesius. Prioritas perbaikan diketahui dengan menggunakan indeks Potensial in Gain Customer Value (PGCV). Kepuasan pelanggan secara keseluruhan dicari menggunakan metode Customer Satisfaction Index (CSI), selanjutnya dilakukan simulasi dengan dua skenario untuk mengetahui seberapa besar pengaruh peningkatan kepuasan pelanggan. Skenario I memperbaiki kuadran A dan skenario II memperbaiki kuadran A dan C. Hasil penelitian menunjukan bahwa terjadi peningkatan kepuasan pelanggan dari puas menjadi sangat puas apabila perbaikan kualitas layanan dilakukan berdasarkan skenario II. Tingkat kepuasan pelanggan sebelumnya hanya mencapai 71.35 % dan setelah dilakukan perbaikan sesuai skenario II maka kepuasan pelanggan meningkat menjadi 83.60 %. Kata kunci : kepuasan pelanggan, kualitas layanan, IPA, PGCV, CSI ABSTRACT PT GO-JEK Indonesia Yogyakarta branch is a company that provides transportation services. The company data stated that there was a decrease in the number of orders on GO-RIDE services. Preliminary research shows that consumers are not satisfied with the GO-RIDE services provided, including the length of time the driver picks up and the tariff that still feels expensive. This study aims to improve customer satisfaction by improving service quality. The dimensions of service quality measured are tangibles (5 service attributes), reliability (5 service attributes), responsiveness (5 service attributes), assurance (5 service attributes) and empathy (5 service attributes). The five dimensions are measured using the Importance Performance Analysis (IPA) method to place attributes into the Cartesian diagram. The repair priority is known by using the Potential in Gain Customer Value (PGCV) index. Customer satisfaction as a whole is sought using the Customer Satisfaction Index (CSI) method, then simulations are carried out with two scenarios to determine how much influence the increase in customer satisfaction has. Scenario I corrects quadrant A and scenario II improves quadrant A and C. The results showed that there was an increase in customer satisfaction from satisfaction to be very satisfied if the improvement in service quality was carried out based on scenario II. The previous customer satisfaction level only reached 71.35% and after repairs according to scenario II, customer satisfaction increased to 83.60%. Keywords: customer satisfaction, service quality, IPA, PGCV, CSI
| Item Type: | Thesis (Other) |
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Ratna Sufiatin |
| Date Deposited: | 21 Jan 2019 06:56 |
| Last Modified: | 21 Jan 2019 06:56 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/18081 |
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