ANALISIS KUALITAS LAYANAN PADA BISNIS TOKO PERHIASAN EMAS DAN BERLIAN (Studi di Toko Emas dan Berlian SB Bangun)

Samuel Keegen Bangun, Prof. Dr. Kuncoro Harto Widodo, S.T.P., M.Eng

2026 | Tesis | S2 MANAJEMEN (MM) JAKARTA

Toko Emas dan Berlian SB Bangun sebagai pelaku usaha ritel perhiasan di Kota Medan menghadapi penurunan tingkat konversi pengunjung menjadi pembeli dalam tiga tahun terakhir, meskipun jumlah kunjungan relatif stabil. Kondisi ini menunjukkan adanya kesenjangan antara atribut layanan yang dianggap penting dan kinerja aktual yang dirasakan pelanggan. Penelitian ini bertujuan menganalisis kualitas layanan Toko SB Bangun menggunakan pendekatan SERVPERF (performance-only) dan Importance–Performance Analysis (IPA) guna mengidentifikasi prioritas perbaikan layanan yang berpotensi mendukung peningkatan pengalaman pelanggan dan konversi penjualan.

Penelitian dilakukan secara kuantitatif deskriptif dengan desain cross-sectional. Data diperoleh melalui kuesioner Likert 1–5 kepada 125 responden yang terdiri dari pembeli dan non-pembeli. Indikator penelitian dikembangkan dari enam dimensi SERVPERF, yaitu Tangibles, Reliability, Responsiveness, Assurance, Empathy, dan Security (Keamanan Toko). Analisis dilakukan dengan memetakan nilai rata-rata kepentingan dan kinerja ke dalam empat kuadran IPA untuk menentukan prioritas peningkatan layanan.

Hasil penelitian menunjukkan kualitas layanan secara umum berada pada kategori baik, namun terdapat enam indikator prioritas utama di Kuadran II (Concentrate Here), yaitu T1, T3, RS4, E1, E2, dan E3. Indikator-indikator tersebut mencerminkan aspek etalase dan tata letak toko, fasilitas pendukung, kecepatan menangani komplain, perhatian personal staf terhadap kebutuhan pelanggan, interaksi ramah yang menghargai privasi, serta komunikasi pasca-kunjungan yang relevan. Tiga indikator berada di Kuadran I (Keep Up the Good Work), yaitu RS3, S1, dan S3; empat indikator berada di Kuadran III (Low Priority), yaitu T2, T4, R1, dan R2; serta enam indikator berada di Kuadran IV (Possible Overkill), yaitu R3, RS1, RS2, A1, A2, dan S2. Temuan ini menegaskan bahwa peningkatan kualitas layanan perlu difokuskan pada aspek pengalaman berbelanja, kenyamanan fasilitas, penanganan komplain, kualitas interaksi personal, perlindungan privasi, dan komunikasi pasca-kunjungan. Penelitian ini memberikan kontribusi praktis bagi manajemen Toko SB Bangun serta memperluas penerapan model SERVPERF–IPA pada konteks ritel perhiasan mewah di Indonesia.

SB Bangun Gold and Diamond Store, a jewelry retail business in Medan, has experienced a decline in its visitor-to-buyer conversion rate over the past three years, despite relatively stable visitor numbers. This condition indicates a gap between service attributes perceived as important by customers and the actual service performance they experience. This study aims to analyze the service quality of SB Bangun Store using the SERVPERF (performance-only) approach and Importance–Performance Analysis (IPA) to identify service improvement priorities that may support customer experience enhancement and sales conversion.

This study employed a descriptive quantitative method with a cross-sectional design. Data were collected using a Likert-scale questionnaire (1–5) from 125 respondents, consisting of both buyers and non-buyers. The research indicators were developed based on six SERVPERF dimensions, namely Tangibles, Reliability, Responsiveness, Assurance, Empathy, and Security (Store Security). The analysis was conducted by mapping the mean scores of importance and performance into four IPA quadrants to determine service improvement priorities.

The results show that overall service quality is generally perceived as good; however, six main priority indicators are located in Quadrant II (Concentrate Here), namely T1, T3, RS4, E1, E2, and E3. These indicators reflect store display and layout, supporting facilities, complaint-handling speed, personalized staff attention to customer needs, friendly interaction that respects privacy, and relevant post-visit communication. Three indicators are located in Quadrant I (Keep Up the Good Work), namely RS3, S1, and S3; four indicators are located in Quadrant III (Low Priority), namely T2, T4, R1, and R2; and six indicators are located in Quadrant IV (Possible Overkill), namely R3, RS1, RS2, A1, A2, and S2. These findings emphasize that service quality improvement should focus on the shopping experience, facility comfort, complaint handling, quality of personal interaction, privacy protection, and post-visit communication. This study provides practical contributions for the management of SB Bangun Store and extends the application of the SERVPERF–IPA model within the context of luxury jewelry retail in Indonesia.

Kata Kunci : Kualitas Layanan, SERVPERF, Keamanan Toko, Importance Performance Analysis, Ritel Perhiasan