Usulan Peningkatan Kualitas Layanan di Kafe X Kota Bengkulu dengan Pendekatan Fuzzy Service Quality (FSQ) dan Importance Performance Analysis (IPA)

Abstrak

ABSTRAK
Permasalahan yang dihadapi oleh kafe X ialah pelanggan yang kurang puas dengan layanan diberikan. Tujuan penelitian adalah untuk mengetahui pengaruh kualitas layanan terhadap kepuasan pelanggan dan memberikan usulan peningkatan kualitas layanan di kafe X. Pengukuran kualitas pelayanan menggunakan metode Fuzzy Service Quality (FSQ) dengan lima dimensi Service Quality yaitu tangibles, reliability, responsiveness, assurance, dan empathy. Metode ini dapat meminimalisir bias dan penilaian subjektifitas dari responden. Hasil penelitian menunjukkan bahwa nilai gap yang dihasilkan dari tingkat harapan dengan kepuasan menghasilkan nilai negatif. Untuk mengetahui prioritas atribut pertanyaan yang harus diperbaiki, maka perlu menggunakan metode Importance Performance Analysis (IPA) berdasarkan tingkat kepentingan dan kepuasan. Usulan peningkatan kualitas layanan bedasarkan atribut yang berada di kuadran A IPA.
Kata kunci: Service Quality, Fuzzy Service Quality (FSQ), Importance Performance Analysis (IPA)


ABSTRACT
The problem faced by cafe X is that customers are not satisfied with the services provided. The purpose of the study was to determine the effect of service quality on customer satisfaction and provide suggestions for improving service quality at cafe X. Measurement of service quality using the Fuzzy Service Quality (FSQ) method with five Service Quality dimensions, namely tangibles, reliability, responsiveness, assurance, and empathy. This method can minimize bias and subjective assessment of respondents. The results showed that the gap value resulting from the level of expectation with satisfaction resulted in a negative value. To determine the priority of the attribute questions that must be improved, it is necessary to use the Importance Performance Analysis (IPA) method based on the level of importance and satisfaction. Proposed service quality improvement based on the attributes that are in quadrant A IPA.
Key Words: Service Quality, Fuzzy Service Quality (FSQ), Importance Performance Analysis (IPA)