ANALISIS KUALITAS PELAYANAN MENGGUNAKAN METODE SERVICE QUALITY DI UMKM AYAM GEPREK JUNIOR : KUALITAS PELAYANAN

SERVICE QUALITY

Abstract

The UMKM Ayam Geprek Junior branch of Brang Bara is an UMKM located on Jl. Sultan Kaharuddin, Brang Bara, Kec. Sumbawa, Sumbawa Regency, West Nusa Tenggara which was established in 2021 to be precise in September. Based on the results of observations and interviews conducted with several consumers, problems were found, namely complaints related to service quality, so further studies were needed to measure service quality and the causes of these problems using the service quality method. The population of this study is all consumers of UMKM Ayam Geprek Junior in the Brang Bara branch whose number is uncertain. While the sample in this study were 100 consumers who used a purposive sampling technique. The data collection method in this study was carried out by observation, conducting interviews and distributing questionnaires to consumers. Furthermore, data analysis was carried out using the service quality method by distributing perception and expectation questionnaires to customers based on 5 dimensions consisting of tangibles, reliability, responsiveness, assurance and empathy with the aim of analyzing service quality. As a result, service quality is obtained based on these five dimensions on the Assurance dimension which has a positive gap value of 0.09, the responsiveness dimension has a negative gap value of -0.30, reliability is -0.13, tangible is -0.03 and empathy is -0.08. The conclusion of the research is that based on these five dimensions, it can be seen that the quality of service is still lacking because the gap scores obtained are still negative.

Keywords: UMKM Ayam Geprek Junior branch of Brang Bara; Service Quality Method.