Analisis Desain Kualitas Layanan Kenapa Creative Menggunakan Quality Function Deployment
HILMY NUR FUADI, Nofie Iman Vidya Kemal, S.E., M.Sc., Ph.D.
2022 | Skripsi | S1 MANAJEMENIndustri creative agency sedang berkembang di Indonesia saat ini. Di tambah lagi semenjak adanya pandemi covid-19, membuat banyak instansi maupun bisnis dipaksa untuk go online dan berinvestasi pada aspek branding dan pemasaran, termasuk di media sosial. Meski begitu, pelaku di industri creative agency, sebagai penyedia jasa tersebut, ternyata banyak yang mengalami kebingungan dalam menentukan positioning terkait layanannya, sehingga seringkali terjadi kegagalan dalam pemenuhan kebutuhan servis terhadap kliennya. Oleh karena itu, perlu adanya penguatan desain kualitas layanan yang baik guna membantu creative agency dapat memiliki layanan yang sesuai dengan kebutuhan konsumennya. Penelitian ini meneliti mengenai bagaimana penerapan quality function deployment (QFD) dapat digunakan sebagai alat desain dan peningkatan kualitas layanan di industri creative agency di Indoneisa. Penelitian ini menggabungkan dua perspektif yang saling melengkapi baik dari perspektif pelaku usaha dan perspektif konsumen mengenai peningkatan kualitas layanan di industri creative agency. Mengambil konteks Kenapa Creative sebagai objek penelitian, penelitian ini secara empiris menggambarkan kasus di mana QFD digunakan untuk merancang desain kualitas layanan creative agency dengan alat House of Quality (HOQ) sebagai metode analisis. Pada penelitian ini kebutuhan konsumen yang belum terpenuhi dan belum terungkap terkait layanan creative agency dianalisis secara ekstensif menggunakan wawancara dan survei berbasis kuesioner. Pendapat konsumen dan pelaku usaha kemudian diolah, dan diagram HOQ dibuat untuk mengevaluasi hubungan antara atribut kualitas creative agency dan persyaratan teknisnya. Terakhir, atribut yang perlu ditingkatkan dicantumkan dalam urutan prioritas yang disarankan untuk perancangan desain kualitas layanan.
The creative agency industry is currently developing in Indonesia. In addition, since the COVID-19 pandemic, many agencies and businesses have been forced to go online and invest in branding and marketing aspects, including on social media. Even so, many players in the creative agency industry, as providers of these services, seem to be confused in determining the positioning related to their services, so that there are often failures in meeting service needs for their clients. Therefore, it is necessary to strengthen the design of good service quality to help creative agencies to have services that suit the needs of their consumers. This research is researching how the implementation of quality function deployment (QFD) can be used as a design tool and to improve service quality in the creative agency industry in Indonesia. This research combines two complementary perspectives, both from the perspective of business actors and the perspective of consumers regarding service quality improvement in the creative agency industry. Taking the context of Kenapa Creative as the object of research, this study empirically describes a case where QFD is used to determine a creative agency service quality design using the House of Quality (HOQ) tool as an analytical method. In this study, unmet and unrevealed consumer needs related to creative agency services were analyzed extensively using interviews and questionnaire-based surveys. The opinions of consumers and business actors are then processed, and a HOQ diagram is made to evaluate the relationship between the creative agency's quality attributes and its technical requirements. Finally, the attributes that need to be improved are listed in the order of priority suggested for the design of the service quality design.
Kata Kunci : agency, creative agency, quality, QFD, Quality Function Deployment, desain layanan, quality design, kualitas layanan, service quality, HOQ, House of Quality
