Strategi Perbaikan Kualitas Layanan Makan Di Tempat (Dine In) Di Restoran Mie Mapan

Riesthandie, Riesthandie (2024) Strategi Perbaikan Kualitas Layanan Makan Di Tempat (Dine In) Di Restoran Mie Mapan. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pada tahun 2023 Mie Mapan mengalami lonjakan jumlah komplain sebanyak 48,41% dibanding tahun 2022. Sebanyak 62% dari total komplain tersebut berhubungan dengan pelayanan. Selain itu, perolehan omset di Mie Mapan lebih dari 50% berasal dari aktifitas makan di tempat. Penelitian ini bertujuan untuk mengukur kualitas layanan di Mie Mapan, terutama saat makan di tempat, membuktikan keterkaitan antara kualitas layanan terhadap minat beli ulang dan citra merek, serta menentukan strategi perbaikan yang perlu dilakukan. Penelitian ini melibatkan 145 pelanggan Restoran Mie Mapan di empat cabang, yaitu Mie Mapan Rungkut, Mie Mapan Barata, Mie Mapan Kusuma Bangsa dan Mie Mapan MERR. Data yang diperoleh kemudian dilakukan analisa dengan menggunakan SEM-PLS untuk membuktikan hipotesis. Metode SERVQUAL dan IPA digunakan untuk mengukur kualitas layanan dan tingkat kepentingan menurut pelanggan. Kemudian metode QFD digunakan untuk menentukan straategi perbaikan yang diperlukan. Hasil penelitian ini menunujukkan bahwa terdapat pengaruh yang signifikan antara kualitas layanan terhadap minat beli, kualitas layanan terhadap citra merek, dan citra merek terhadap minat beli. Pada penelitian ini juga menunjukkan bahwa variabel citra merek mampu memediasi pengaruh kualitas layanan terhadap minat beli. Kualitas pelayanan di Mie Mapan dinilai masih rendah. Terdapat empat indikator yang signifikan untuk ditingkatkan performanya, yaitu: kebersihan restoran, kelayakan alat makan, kecepatan dan ketepatan pelayanan serta variasi menu. Strategi perbaikan yang perlu dilakukan adalah dengan selalu memperbaharui alat makan secara berkala, memeriksa dan memantau kedisiplinan karyawan, meningkatkan kemampuan karyawan, menyediakan fasilitas, dan menambah variasi menu.
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In 2023 Mie Mapan recorded a spike in the number of complaints by 48.41% compared to 2022. As many as 62% of the total complaints were service-related. In addition, more than 50% of the turnover at Mie Mapan comes from dine-in activities. This study aims to measure service quality at Mie Mapan, especially during on-site dining, prove the relationship between service quality and repurchase intention and brand image, and determine the improvement strategies that need to be done. This study involved 145 customers of Mie Mapan restaurants in four branches, namely Mie Mapan Rungkut, Mie Mapan Barata, Mie Mapan Kusuma Bangsa and Mie Mapan MERR. The data obtained is then analyzed using SEM-PLS to prove the hypothesis. SERVQUAL and IPA methods are used to measure service quality and level of importance according to customers. Then the QFD method is used to determine the improvement strategy needed. The results of this study indicate that there is a significant influence between service quality on purchase intention, service quality on brand image, and brand image on purchase intention. This study also shows that the brand image variable is able to mediate the effect of service quality on purchase intention. The quality of service at Mie Mapan in the restaurant where the research was conducted is still considered low. There are four significant indicators to improve performance, namely: restaurant cleanliness, the appropriateness of cutlery, speed and accuracy of service and menu variations. The improvement strategy that needs to be done is to always renew cutlery regularly, check and monitor employee discipline, improve employee skills, provide facilities, and add menu variations.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	SERVQUAL, QFD, IPA, Citra Merek, Minat beli ulang, SERVQUAL, QFD, IPA, Brand Image, Repurchase Interest
Subjects:	T Technology > TX Home economics
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Riesthandie Riesthandie
Date Deposited:	08 Jul 2024 07:23
Last Modified:	08 Jul 2024 07:23
URI:	http://repository.its.ac.id/id/eprint/108175

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