ANALISIS KUALITAS PELAYANAN PELANGGAN DI RUMAH MAKAN "WARUNG MIE LETHEK BANTUL MBAH MENDES"

LANGKAH BANGKIT S, Dr. Mirwan Ushada, STP. M.App.Life.Sc.; Novita Erma Kristanti, STP. MP.

2015 | Skripsi | S1 TEKNOLOGI INDUSTRI PERTANIAN

Warung Mie Lethek Bantul Mbah Mendes merupakan tempat makan yang menjual mie lethek dengan menu mie goreng, mie rebus, dan plencing. Sebagai sebuah bisnis tradisional, Warung Mie Lethek Bantul Mbah Mendes terbilang sukses karena mampu bertahan lebih dari separuh abad. Meski demikian perlu dilakukan pengukuran kualitas pelayanan agar diketahui sejauh mana tingkat pemenuhan ekspektasi pelanggan terhadap produk yang diterima. Penelitian mengambil studi kasus di Warung Mie Lethek Bantul Mbah Mendes cabang Maguwoharjo Sleman Yogyakarta. Objek penelitian adalah pelanggan yang berada di lokasi dan merasakan kualitas pelayanan Warung Mie Lethek Bantul Mbah Mendes dengan usia 15 - 60 tahun serta berkunjung ke Warung dalam 6 bulan terakhir. Metode Servqual dan Importance Performance Analysis (IPA) digunakan dalam analisis kualitas pelayanan. Hasil penyebaran kuesioner penelitian kepada 100 responden menunjukkan bahwa semua atribut dimensi kualitas layanan mempunyai nilai gap negatif, artinya layanan yang dirasakan oleh pelanggan masih lebih rendah dibanding layanan yang diharapkan. Berdasarkan IPA, terdapat 2 atribut yang perlu menjadi prioritas perbaikan yaitu pengelola bersungguh-sungguh memahami kebutuhan pelanggan dan karyawan meminta maaf ketika terjadi kesalahan. Meskipun demikian, pelanggan merasa puas terhadap layanan Warung Mie Lethek Bantul Mbah Mendes.

"Warung Mie Lethek Bantul Mbah Mendes" is a food stall providing dishes made from uniquely dull-color tapioca-cassava-based flour noodle, locally known as "mie lethek", such as fried noodle, noodle soup, and vegetable-stirred fried noodle. As one of traditional culinary business in Bantul District, this stall has been widely popular and survived for more than half a century. To measure how they fulfill customer expectation on the overall product, service quality analysis was conducted. The stall's branch located in Maguwoharjo, Sleman District, was observed as case study. Questionnaires were given to research objects, the stall's customers who presence in location and directly receive the stall's service quality during 6 months of observation, aged between 15 - 60 years old. Servqual and Importance Performance Analysis (IPA) method were applied to conduct service quality analysis. Results obtained from 100 respondents showed that all attributes of service quality were in the negative range, indicated that customer consider the stall's service was below their expectation. Based on IPA analysis, two attributes which the stall need to put extra effort and must be prioritized were customer needs in which the management should much better understand and apologize which must be delivered by the staffs when error occured. However, customers still feel satisfied with the service provided by "Warung Mie Lethek Bantul Mbah Mendes".

Kata Kunci : mie lethek, kualitas layanan, Servqual, IPA