Analisis Tingkat Kepuasan Nasabah terhadap Tring! by Pegadaian dengan Metode Importance Performance Analysis (IPA)

Rizka Isnaini, Dr. Agusta Ika Prihanti Nugraheni, S.E., MBA.

2026 | Tugas Akhir | D4 PERBANKAN

Perkembangan teknologi digital mendorong perusahaan jasa keuangan untuk meningkatkan kualitas layanan berbasis aplikasi guna memenuhi kebutuhan dan harapan pelanggan. PT Pegadaian melakukan transformasi digital melalui aplikasi Tring! by Pegadaian, sebuah platform layanan keuangan terintegrasi. Meskipun telah diunduh lebih dari 10 juta kali, aplikasi ini terus menerima berbagai keluhan pengguna terkait kemudahan penggunaan, stabilitas sistem, dan kecepatan layanan. Situasi ini menunjukkan perlunya evaluasi kualitas layanan untuk meningkatkan kepuasan pelanggan.

Penelitian ini bertujuan untuk menganalisis tingkat kepuasan nasabah terhadap aplikasi Tring! by Pegadaian menggunakan metode Importance Performance Analysis (IPA) serta mengidentifikasi atribut layanan yang menjadi prioritas perbaikan. Penelitian menggunakan pendekatan deskriptif kuantitatif dengan data primer yang diperoleh melalui penyebaran kuesioner kepada 100 pengguna aplikasi Tring! by Pegadaian. Instrumen penelitian disusun berdasarkan tujuh dimensi E-Service Quality, yaitu efficiency, system availability, fulfillment, privacy, responsiveness, compensation, dan contact. Analisis data dilakukan melalui uji validitas, uji reliabilitas, analisis deskriptif, analisis kesenjangan (gap), serta Importance Performance Analysis (IPA). Hasil penelitian menunjukkan bahwa tingkat kesesuaian rata-rata antara tingkat kepentingan dan tingkat kinerja sebesar 94%, yang mengindikasikan bahwa secara umum layanan aplikasi telah memenuhi harapan pengguna. Namun demikian, masih terdapat beberapa atribut yang berada pada kuadran prioritas utama dan memerlukan perbaikan, terutama yang berkaitan dengan kemudahan penggunaan aplikasi, stabilitas sistem, dan kecepatan layanan

The development of digital technology is driving financial services companies to improve the quality of their app-based services to meet customer needs and expectations. PT Pegadaian is undertaking a digital transformation through the Tring! by Pegadaian app, an integrated financial services platform. Despite having been downloaded more than 10 million times, the app continues to receive numerous user complaints regarding ease of use, system stability, and service speed. This situation indicates the need for service quality evaluation to improve customer satisfaction.

This study aims to analyze the level of customer satisfaction with the Tring! by Pegadaian app using the Importance Performance Analysis (IPA) method and identify service attributes that should be prioritized for improvement. The study employed a quantitative descriptive approach with primary data obtained through questionnaires distributed to 100 Tring! by Pegadaian app users. The research instrument was structured based on seven dimensions of E-Service Quality: efficiency, system availability, fulfillment, privacy, responsiveness, compensation, and contact. Data analysis was conducted through validity testing, reliability testing, descriptive analysis, gap analysis, and Importance Performance Analysis (IPA). The results showed an average match between importance and performance of 94%, indicating that the application service generally met user expectations. However, several attributes fell into the top priority quadrant and required improvement, particularly those related to ease of use, system stability, and service speed

Kata Kunci : Customer satisfaction, E-Service Quality, Importance Performance Analysis