ANALISIS KUALITAS PELAYANAN PADA AGENSI XYZ MENGGUNAKAN METODE SERVQUAL DAN IMPORTANCE PERFORMANCE ANALYSIS

Adry Nazwan Juandra, . (2026) ANALISIS KUALITAS PELAYANAN PADA AGENSI XYZ MENGGUNAKAN METODE SERVQUAL DAN IMPORTANCE PERFORMANCE ANALYSIS. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Creative Agency XYZ experienced revenue fluctuations during 2024-2025, suspected to be linked to inconsistent service quality to clients. This study aims to analyze service quality levels, identify gaps between customer expectations and perceptions, determine priority attributes for improvement, and provide improvement recommendations. A quantitative descriptive approach was used, employing Service Quality (SERVQUAL) and Importance Performance Analysis (IPA), supported by the 5W+1H method for formulating recommendations. Data were collected through questionnaires from 20 clients across four SERVQUAL dimensions: tangibles, reliability, responsiveness, assurance, and empathy. Results show all dimensions have negative gap values with service quality (Q) below 1, indicating service has not met customer expectations. Reliability recorded the largest gap, while assurance recorded the smallest. IPA mapping identified six attributes in Quadrant I (Main Priority) requiring immediate improvement, particularly regarding timeliness, information clarity, revision handling, and service flexibility. Proposed recommendations include developing a service SOP, regular training, and a continuous client satisfaction monitoring system.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2210312076] [Pembimbing: Amenda Septiala Tarigan] [Penguji 1: Nanang Alamsyah] [Penguji 2: Wendy Febrianty Mardhiyah]
Uncontrolled Keywords: Service Quality, SERVQUAL, IPA, Customer Satisfaction, Creative Agency
Subjects: T Technology > T Technology (General)
Divisions: Fakultas Teknik > Program Studi Teknik Industri (S1)
Depositing User: ADRY NAZWAN JUANDRA
Date Deposited: 29 Aug 2026 04:30
Last Modified: 29 Aug 2026 04:30
URI: http://repository.upnvj.ac.id/id/eprint/53276

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