Pranata, Fahreza Rafsanjani (2019) Analisis Tingkat Kepentingan dan Kepuasan Pelanggan Pada Perusahaan Jasa Dekorasi Pernikahan: Studi Kasus Red Velvet Decoration. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Red Velvet Decoration (RVD) merupakan salah satu perusahaan yang bergerak dalam bidang jasa dekorasi pernikahan di Surabaya. Tingkat kepentingan dan kepuasan pada umumnya diteliti secara umum, dan penelitian ini memfokuskan pada perusahaan bidang jasa dekorasi pernikahan. Kualitas layanan diketahui memiliki hubungan yang erat dengan kepuasan pelanggan. Sehingga tingkat kepuasan pelanggan dapat ditentukan tingkatannya melalui Customer Satisfaction Index (CSI) yang dihitung dengan skor Importance and Performance Analysis (IPA). Penelitian ini bertujuan untuk mengukur tingkat kepentingan terhadap dimensi-dimensi dalam kualitas layanan dan menganalisis tingkat kepuasan pelanggan RVD. Data diperoleh melalui survey terhadap 100 responden, kemudian data di analisis menggunakan SERVQUAL, CSI, dan IPA. Berdasarkan data yang diperoleh, RVD memiliki empat atribut pelayanan yang termasuk dalam kuadran I atau prioritas utama yaitu cepat tanggap karyawan, pengetahuan karyawan dalam menjawab kebutuhan dari pelanggan, memberikan perhatian yang sama tanpa membeda-bedakan pelanggan, dan pengetahuan karyawan untuk mengerti keinginan khusus dari pelanggan. Di samping itu, RVD juga memperoleh nilai CSI sebesar 83,42 persen dimana hal tersebut berarti bahwa pelanggan RVD merasa sangat puas dengan pelayanan yang diberikan dan harus terus mempertahankan apa yang sudah dicapai. Aspek yang perlu ditingkatkan untuk penelitian selanjutnya adalah dengan menambahkan variabel harga, mengganti teknik sampling, dan juga mengembangkan alat pengukuran yang digunakan.
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Red Velvet Decoration (RVD) is one of the wedding decoration services in Surabaya. The level of importance and satisfaction is generally researched in general, and this research will focus on wedding decoration services. Service quality is known to have a close relationship with customer satisfaction. So that the level of customer satisfaction can be determined through the Customer Satisfaction Index (CSI), which is calculated by the Importance and Performance Analysis (IPA) score. This study aims to measure the level of importance of these dimensions in service quality and analyze the level of customer satisfaction with RVD. Data obtained through a survey of 100 respondents, then the data were analyzed using SERVQUAL, CSI, and IPA. Based on the data obtained, RVD has four service attributes that are included in quadrant I or top priority, namely employee responsiveness, employee knowledge in responding to the needs of customers, giving equal attention without discriminating customers, and employee knowledge to understand the special desires of customers. In addition, RVD also obtained a CSI score of 83.42 percent which means that RVD customers are very satisfied with services provided and must continue to maintan what has been achieved. Aspects that need to be improved for further research are adding price variables, changing sampling techniques, and also developing the measurement tools used.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | 3100020084894 RSMB 658.834 3 Pra a-1 |
| Uncontrolled Keywords: | dekorasi pernikahan, jasa, kepentingan, kepuasan, pelanggan |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD31 Management--Evaluation H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Fahreza Rafsanjani Pranata |
| Date Deposited: | 06 Jan 2023 03:40 |
| Last Modified: | 06 Jan 2023 03:40 |
| URI: | http://repository.its.ac.id/id/eprint/73348 |
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