Pengukuran Kualitas Jasa Pelayanan Departement Store Pada Matahari Group di Daerah Istimewa Yogyakarta
Asakdiyah Salamatun, Drs. Teguh Budiarto, MIM.
INTISARI
Penelitian ini bertujuan untuk mengukur kualitas pelayanan department store, menganalisis apakah terdapat gap antara harapan pelanggan dengan persepsi kualitas pelayanan yang diterima pelanggan; serta menganalisis pengaruh kualitas jasa ritel terhadap kepuasan pelanggan. Penelitian dilakukan pada departement store yang dikelola oleh Matahari Group di Daerah Istimewa Yogyakarta Sampel ditentukan dengan metode convenience sampling dan purposive sampling. Pengumpulan data dilakukan dengan cara memberikan daftar pertanyaan kepada responden yang berisi tentang harapan pelanggan, persepsi pelanggan serta kepuasan pelanggan. Penelitian ini menggunakan metode analisis model SERVQUAL. Model ini digunakan untuk mengetahui besarnya gap antara harapan pelanggan dengan persepsi pelanggan, dan untuk menguji hipotesisnya digunakan Paired — Sampel T Test. Untulc menganalisis pengaruh kualitas jasa ritel terhadap kepuasan pelanggan digunakan Analisis Regresi Linier Berganda. Hasil penelitian menunjukkan bahwa masih teidapamya gap antara harapan pelanggan dengan persepsi pelanggan pada lima dimensi kualitas jasa ritel yang meliputi : physical aspects, reliability, personal interaction, problem solving dan policy. Hal ini berarti secara keseluruhan kualitas pelayanan pada departement store yang dikelola Matahari Group di Daerah Istimewa Yogyakarta belum mencapai kualitas sesuai dengan harapan pelanggannya. Hasil pengujian koefisien regresi secara parsial menunjukkan bahwa gap personal interaction dan gap policy berpengaruh secara negatif dan signifikan terhadap kepuasan pelanggan. Sedangkan basil pengujian koefisien regresi secara serempak menunjukkan variabet-variabel gap physical aspects., gap reliability, pp personal interaction, gap problem solving dan gap policy secara bersama-sama berpengaruh terhadap kepuasan pelanggan, dan variabel-variabel ini mampu menjelaskan variable kepuasan pelanggan sebesar 40.76% dan sisanya sebesar 59,24% disebabkan oleh variabel lain yang tidak dimasukkan dalam model.
Kata kunci : Harapan pelanggan, Persepsi pelanggan, kualitas pelayanan, kepuasan pelanggan, Physical Aspects, reliability, personal interaction, problem solving dan policy.
ABSTRACT
This study was intended to measure the service quality of departement stores, to analyze wheter there were gaps between the customer's expectation and the service quality perceived by the customer, as well as to analyze the effects of the retail service quality on the customer's satisfaction. This study was performed on departement store managed by Matahari Group in Daerah Istimewa Yogyakarta. Sample was determined using convenience sampling and purposive sampling methods. The data collection was performed by distributing question list to the respondent containing the customer's expectation, perception and satisfaction. The study used as its analysis method the SERVQUAL model. This model was used to identify the magnitude of the gap between the customer's expectation and the customers perception. Whereas to test the hypothesis the paired-Sample T-Test was used. To analysis the effects of the retail service quality on the customer's satisfaction the Multiple Linear Regression analysis was used. The results of the study showed that gaps still existed between the customer's expectation and the customer's perception on five retail service quality dimensions, i.e. : physical aspects, reliability, personal interaction, problem solving, and policy. This meant that as a whole the service quality on departement stores managed by Matahari Group in Daerah Istimewa Yogyakarta had not matched the customer's expectation yet. The results of the step-wise/partial regression coefficient test showed that the personal interaction and policy gaps had negative and significant effects on the customer's satisfaction. Whereas the regression coefficient test simultaneously showed that the variables: physical aspects, reliability, personal interaction, problem solving, and policy gaps together had and effect on the customer's satisfaction, and these variables were able to explain 40.76% of the customer's satatisfaction, and the rest 59.24% was caused by other variable (s) not included in the model.
Keywords : Customer's Expectation, Customer's Perception, Service Quality, Customer's Satisfaction, Physical Aspects, Reliability, Personal Interaction, Problem Solving, Policy.
Kata Kunci : Hakekat Jasa, Klasifikasi Jasa, Pengertian Kualitas
