Personalisasi Layanan Menggunakan Design Thinking Di AHASS 11499 Untuk Meningkatkan Kepuasan Pelanggan

Mahdi, Muhammad Ali (2025) Personalisasi Layanan Menggunakan Design Thinking Di AHASS 11499 Untuk Meningkatkan Kepuasan Pelanggan. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Dalam industri otomotif yang semakin ketat di Indonesia, AHM sebagai salah satu produsen sepeda motor memiliki layanan after-sales yang dinamakan AHASS termasuk AHASS 11499 di Sidoarjo untuk menjaga performa kendaraan, keselamatan, loyalitas ,dan kepuasan pelanggan (Agapow, 2024). Bengkel AHASS saat ini harus memiliki kualitas layanan yang tinggi untuk memenuhi kebutuhan preferensi tiap pelanggan. Penelitian ini bertujuan untuk mengembangkan dan mengevaluasi dampak personalisasi layanan di AHASS 11499 menggunakan design thinking untuk meningkatkan kepuasan pelanggan. Penelitian ini dilakukan dengan lima tahapan design thinking, yaitu empathize, define, ideate, prototype, dan test. Metode pengumpulan data mencakup observasi, wawancara mendalam terhadap 10 pelanggan di awal penelitian. Solusi yang dihasilkan berupa prototype layanan yang dipersonalisasi, sistem chatbot interaktif dan reminder berbasis data yang disesuaikan dengan karakteristik pelanggan. Evaluasi dilakukan survei terhadap 50 pelanggan yang telah menyelesaikan layanan melalui usability testing, feedback capture grid, dan pengukuran indikator kepuasan pelanggan menggunakan SERVQUAL, Customer Effort Score (CES), Net promoter score (NPS), serta analisis churn rate. Hasil penelitian menunjukkan peningkatan kualitas layanan dan pengalaman pelanggan. Skala SERVQUAL meningkat dari 4,09 menjadi 4,31, CES dari 80% ke 92%, dan NPS dari 40% menjadi 68%. Selain itu, tidak ditemukan churn rate pada Q4 2024 dan Q1 2025. Temuan ini membuktikan bahwa penerapan personalisasi layanan menggunakan design thinking mempermudah layanan, meningkatkan kepuasan serta memperkuat loyalitas pelanggan AHASS 11499.
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In Indonesia’s increasingly competitive automotive industry, Astra Honda Motor (AHM) provides after-sales services through its AHASS network, including AHASS 11499 in Sidoarjo, to maintain vehicle performance, safety, customer loyalty, and satisfaction (Agapow, 2024). AHASS workshops recently must deliver high-quality and personalized services that align with individual customer needs and preferences. This study aims to develop and evaluate the impact of service personalization at AHASS 11499 using design thinking approach to enhance customer satisfaction. The research applies the five stages of design thinking—empathize, define, ideate, prototype, and test. Data collection was conducted through observations and user depth interviews with 10 customers in the early phase. The resulting solutions include a personalized service prototype, an interactive chatbot system, and data-driven reminders tailored to customer characteristics. Evaluation involved a survey of 50 customers who completed the service process, using usability testing, feedback capture grids, and customer satisfaction indicators such as SERVQUAL, Customer Effort Score (CES), Net Promoter Score (NPS), and churn rate analysis. The findings indicate improvements in service quality and customer experience. SERVQUAL increased from 4.09 to 4.31, CES from 80% to 92%, and NPS from 40% to 68%. Additionally, no churn was identified in Q4 2024 and Q1 2025. These results demonstrate that implementing service personalization through design thinking simplifies the service process, enhances satisfaction, and strengthens customer loyalty at AHASS 11499.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	personalisasi layanan, design thinking, kepuasan pelanggan, industri otomotif
Subjects:	H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Muhammad Ali Mahdi
Date Deposited:	23 Jan 2026 01:17
Last Modified:	23 Jan 2026 01:17
URI:	http://repository.its.ac.id/id/eprint/130142

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