ANALISIS KUALITAS PELAYANAN DAN KEPUASAN PELANGGAN MENGGUNAKAN METODE CUSTOMER SATISFACTION INDEX (CSI) DAN IMPORTANCE PERFORMANCE ANALYSIS (IPA) PADA OPTIK “JAKARTA” PEKANBARU

  • Teddy Chandra STIE Pelita Indonesia
  • Devy Novia STIE Pelita Indonesia
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Abstract

The purpose of this study was to determine and analyze the level of satisfaction of each attribute based on the Customer Satisfaction Index (CSI) method and determine the level of consumer interest based on the Importance Performance Analysis (IPA) method. This study uses 5 (five) SERVQUAL dimensions, namely tangible, reliability, responsiveness, empathy and assurance. This study uses a sample of 108 respondents who are consumers of Optical "Jakarta" Pekanbaru. Data were analyzed using Analysis of Variance (ANOVA) with SPSS 19. The results showed that the overall level of consumer satisfaction (based on CSI value) was 83.68% and was located in the range of values ​​of 0.80 - 1.00 which indicates that the consumer satisfaction index was "Very Satisfied" criteria.


Tujuan penelitian ini adalah mengetahui dan menganalisa tingkat kepuasan setiap atribut berdasarkan metode indeks kepuasan pelanggan dan mengetahui tingkat kepentingan konsumen berdasarkan metode pengukuran tingkat kepuasan. Penelitian ini menggunakan 5 (lima) dimensi SERVQUAL, yaitu bukti fisik (tangible), kehandalan jasa (reliability), daya tanggap (responsiveness), kepedulian (emphaty) dan jaminan (assurance). Penelitian ini menggunakan jumlah sampel 108 responden yang merupakan konsumen Optik “Jakarta” Pekanbaru. Data dianalisis menggunakan Analisis Variasi (ANOVA) dengan SPSS 19. Hasil penelitian menunjukkan bahwa tingkat kepuasan konsumen secara menyeluruh (berdasarkan nilai CSI) sebesar 83,68% dan terletak di rentang nilai 0.80 – 1.00 yang menunjukkan bahwa indeks kepuasan konsumen adalah kriteria “Sangat Puas”.

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Published
2019-06-30
How to Cite
CHANDRA, Teddy; NOVIA, Devy. ANALISIS KUALITAS PELAYANAN DAN KEPUASAN PELANGGAN MENGGUNAKAN METODE CUSTOMER SATISFACTION INDEX (CSI) DAN IMPORTANCE PERFORMANCE ANALYSIS (IPA) PADA OPTIK “JAKARTA” PEKANBARU. Procuratio : Jurnal Ilmiah Manajemen, [S.l.], v. 7, n. 2, p. 125-139, june 2019. ISSN 2580-3743. Available at: <http://www.ejournal.pelitaindonesia.ac.id/ojs32/index.php/PROCURATIO/article/view/436>. Date accessed: 13 aug. 2020.

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