Saputra, Nanda Hadi (2021) ANALISIS KEPUASAN PELANGGAN DENGAN METODE SERVQUAL DAN KARTESIUS PADA STARBUCKS (Studi Kasus pada Konsumen PIK Avenue Mall). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui tingkat kepuasan pelanggan Starbucks (studi kasus: Starbucks PIK Avenue Mall) terhadap atribut pelayanan yang diberikan dengan menggunakan metode Servqual, serta mengetahui atribut-atribut pelayanan yang dapat diperbaiki untuk meningkatkan kepuasan pelanggan melalui diagram Kartesius. Dari penelitian yang telah dilakukan diperoleh angka rata-rata tingkat kepuasan pelanggan Starbucks PIK Avenue Mall adalah 94,0% sehingga masih ada 6,0% yang masih belum memenuhi harapan palanggan. Penelitian ini menggunakan pendekatan kuantitatif. Populasi umum dalam penelitian ini adalah seluruh pelanggan Starbucks PIK Avenue Mall. Dalam penelitian ini, teknik penentuan sampel yang digunakan yaitu non probability sampling dengan teknik purposive sampling, dengan sampel sebanyak 100 orang pelanggan Starbucks PIK Avenue Mall. Data panel yang digunakan dalam penelitian ini berupa data primer dan sekunder. Pengujian hipotesis dengan menggunakan uji validitas dan realibitas instrumen penelitian. Dari pengintegrasian metode Servqual dengan pemetaan diagram kartesius, diperoleh atribut yang harus diprioritaskan untuk diperbaiki adalah atribut A1 (Karyawan dapat melayani pelanggan dengan cepat dan tepat), atribut A2 (Rasa makanan dan minuman yang konsisten), atribut A8 (Karyawan memahami kebutuhan pelanggan), dan atribut A9 (Area Store terlihat rapi dan bersih). This study aims to determine the level of customer satisfaction of Starbucks (case study: Starbucks PIK Avenue Mall) to the service attributes provided using the Servqual method, and to find out service attributes that can be improved to increase customer satisfaction through Cartesian diagrams. From the research that has been done, it is found that the average level of customer satisfaction at Starbucks PIK Avenue Mall is 94.0%, so there are still 6.0% who still do not meet customer expectations. This study uses a quantitative approach. The general population in this study were all customers of Starbucks PIK Avenue Mall. In this study, the sampling technique used was non-probability sampling with purposive sampling technique, with a sample of 100 customers of Starbucks PIK Avenue Mall. Panel data used in this study are primary and secondary data. Hypothesis testing using the validity and reliability of the research instrument. From the integration of the Servqual method with Cartesian diagram mapping, it is obtained that the attributes that must be prioritized for improvement are attribute A1 (employees can serve customers quickly and precisely), attribute A2 (Consistent taste of food and drinks), attribute A8 (Employees understand customer needs), and attribute A9 (Area Store looks fast and clean).
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Mr NANDA HADI SAPUTRA | ||||||||
| Date Deposited: | 08 Dec 2021 06:10 | ||||||||
| Last Modified: | 08 Dec 2021 06:10 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6069 |
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