Analisis Kualitas Pelayanan dan Kepuasan Pelanggan Menggunakan Metode Service Quality (SERVQUAL) dan Importance Performance Analysis (IPA) (Studi Kasus Bus Lintas USU)

Abstract

Lintas USU Bus is a facility provided by the University of North Sumatra under the Bureau of Asset and Business Management. Lintas USU Bus is one of the shuttle bus services in the university environment which aims to facilitate inter-campus transportation and meet the mobility needs of the entire academic community of the University of North Sumatra. In general, users of the Lintas USU Bus service are students from various faculties at the University of North Sumatra. In carrying out service facilities in the field of transportation, it is inseparable from consumer complaints. There are several negative reviews that come from users of the Lintas USU Bus service. This study aims to analyze service quality in order to minimize the number of complaints about service quality and increase consumer satisfaction with service users on the quality of services provided. Collecting data with 97 respondents through distributing questionnaires using Google forms and direct interviews with several consumers as initial research. The servqual method is used to identify customer complaints based on the gap between performance and expectations. The Importance Performance Analysis (IPA) method is used to determine the top priority for improving service quality. The servqual method produces that the dimension that has the largest negative gap value is on the tangible dimension, namely the attribute "physical condition of the bus is good". Calculation of Service Quality (Gap) to analyze attributes/indicators that are not in accordance with the expectations of service users and become a priority for service improvement as seen from the Importance-Performance matrix, namely there are 6 attributes that have not met expectations, namely RA2, RA3, RS3, AS3, AS4, and EM2.