ANALISIS PERBAIKAN KUALITAS PELAYANAN UNTUK MENINGKATKAN KEPUASAN PELANGGAN DENGAN MENGGUNAKAN METODE SERVQUAL, IPA DAN REGRESI LINEAR BERGANDADI PT.THAMRIN BROTHERS SAKO KENTEN

Abstract

The development of motorcycles from year to year is increasing, the population of motorcycles requires routine maintenance or service so that the motorcycle remains roadworthy. Many competitor workshops have appeared, increasing competition and thinking about how to provide services that meet customer expectations. The occurrence of a pandemic has caused many business sectors to experience a decline in revenue turnover. How to analyze the level of customer satisfaction and what factors affect service quality with the aim of improving service quality. The Service Quality method is a method that is often used to measure service quality, Importance Performance Analysis seeks service attribute priorities, and multiple linear regression determines the effect of service quality on customer satisfaction. so that the gap value in each dimension is positive. There is 1 question attribute that enters this quadrant and becomes a priority for improvement. Based on the regression model, the effect of service quality dimensions on customer satisfaction is 63.5%, while 36.5% is influenced by other variables outside the study. So it can be concluded that in general the service provided is given by PT. Thamrin Brothers Sako Kenten has met the expectations of customers, and the cause of the ups and downs in turnover is estimated to be external factors, the attributes that are included in quadrant 1 and become the main priority in repairs, namely employees inform vehicle damage, concluded the four dimensions service quality has no effect on customer satisfaction. While one attribute of the question has an effect on customer satisfaction. 

Keywords : Service Quality, Service Quality, IPA, Multiple Linear Regressio