METODE SERVICE QUALITY (SERVQUAL), IMPORTANCE PERFORMANCE ANALYSIS (IPA), DAN QUALITY FUNCTION DEPLOYMENT (QFD) SEBAGAI UPAYA PENINGKATAN KEPUASAN PELANGGAN : Studi Kasus Pada Nuartha Tours And Travel

    Syarif Hidayat, - and Chaerul Furqon, - and Mokh. Adieb Sultan, - (2025) METODE SERVICE QUALITY (SERVQUAL), IMPORTANCE PERFORMANCE ANALYSIS (IPA), DAN QUALITY FUNCTION DEPLOYMENT (QFD) SEBAGAI UPAYA PENINGKATAN KEPUASAN PELANGGAN : Studi Kasus Pada Nuartha Tours And Travel. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini bertujuan untuk mengevaluasi dan meningkatkan kepuasan pelanggan pada PT Nuartha Tours & Travel melalui pendekatan terintegrasi menggunakan metode Service Quality (SERVQUAL), Importance Performance Analysis (IPA), dan Quality Function Deployment (QFD). Tahapan awal dilakukan dengan metode SERVQUAL untuk mengukur kesenjangan antara harapan dan persepsi pelanggan terhadap lima dimensi utama layanan, yaitu tangible, reliability, responsiveness, assurance, dan empathy. Hasil analisis menunjukkan seluruh dimensi mengalami gap negatif, menandakan bahwa layanan yang diberikan belum sepenuhnya memenuhi ekspektasi pelanggan. Selanjutnya, metode IPA digunakan untuk memetakan setiap atribut ke dalam empat kuadran prioritas berdasarkan tingkat kepentingan dan kinerja aktual. Atribut dalam kuadran prioritas utama (Kuadran I) kemudian dijadikan masukan dalam proses QFD, yang melalui House of Quality (HoQ) menerjemahkan kebutuhan pelanggan menjadi respon teknis yang dapat dijadikan strategi perbaikan layanan secara konkret. Penelitian ini melibatkan 96 pelanggan PT Nuartha Tours & Travel sebagai responden. Perangkat lunak SPSS digunakan untuk melakukan uji instrumen penelitian (uji validitas dan reliabilitas), sedangkan Microsoft Excel digunakan untuk analisis data pada metode SERVQUAL, pemetaan IPA, serta konstruksi House of Quality pada QFD. Hasil penelitian menunjukkan bahwa integrasi metode SERVQUAL, IPA, dan QFD mampu memberikan kerangka kerja yang sistematis dalam merumuskan strategi peningkatan layanan berbasis kebutuhan pelanggan. Pendekatan ini tidak hanya membantu perusahaan mengidentifikasi area yang perlu ditingkatkan, tetapi juga mendorong peningkatan daya saing jangka panjang melalui peningkatan kualitas layanan yang berkelanjutan. This study aims to evaluate and improve customer satisfaction at PT Nuartha Tours & Travel through an integrated approach using the Service Quality (SERVQUAL), Importance Performance Analysis (IPA), and Quality Function Deployment (QFD) methods. The initial stage was carried out using SERVQUAL to measure the gap between customer expectations and perceptions across five service dimensions: tangibility, reliability, responsiveness, assurance, and empathy. The analysis results indicate that all dimensions experienced negative gaps, signifying that the services provided have not fully met customer expectations. Subsequently, the IPA method was employed to map each attribute into four priority quadrants based on importance and actual performance levels. Attributes located in the main priority quadrant (Quadrant I) were then incorporated into the QFD process, in which the House of Quality (HoQ) translates customer needs into technical responses that can serve as concrete service improvement strategies. This research involved 96 customers of PT Nuartha Tours & Travel as respondents. SPSS software was utilized to conduct the instrument tests (validity and reliability), while Microsoft Excel was used for data analysis in SERVQUAL, IPA mapping, and the construction of the House of Quality in QFD. The findings reveal that integrating SERVQUAL, IPA, and QFD provides a systematic framework for formulating service improvement strategies based on customer needs. This approach not only helps the company identify areas requiring improvement but also supports long-term competitiveness through sustainable service quality enhancement.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: ID SINTA Dosen Pembimbing : Chairul Furqon : 5994043 Mokh. Adib Sultan : 6002446
    Uncontrolled Keywords: SERVQUAL, IPA, QFD, Kepuasan Pelanggan, Industri Pariwisata, Travel SERVQUAL, IPA, QFD, Customer Satisfaction, Tourism Industry, Travel.
    Subjects: H Social Sciences > HD Industries. Land use. Labor
    H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
    H Social Sciences > HE Transportation and Communications
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
    Depositing User: Syarif Hidayat
    Date Deposited: 24 Sep 2025 07:11
    Last Modified: 24 Sep 2025 07:11
    URI: http://repository.upi.edu/id/eprint/140521

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