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ANALISIS KEPUASAN PELANGGAN DENGAN IMPORTANCE PERFORMANCE ANALYSIS DI SBU LABORATORY CIBITUNG PT SUCOFINDO (PERSERO)

*Johan Oscar Ong  -  Industrial Engineering Departement Diponegoro University, Indonesia
Jati Pambudi  -  Industrial Engineering Departement Diponegoro University, Indonesia

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Abstract

Kepuasan pelanggan adalah perbandingan antara kinerja yang diharapkan oleh pelanggan dibandingkan dengan kinerja aktual di lapangan. Ketika kinerja aktual lebih tinggi dibandingkan dengan harapan pelanggan maka pelanggan merasakan puas dan sebaliknya. Pada kasus perusahaan jasa, kepuasan pelanggan adalah salah satu faktor penting dalam menciptakan iklim bisnis yang baik, pada contoh kasus ini, SBU Laboratory Cibitung PT Sucofindo (Persero) belum maksimal dalam memuaskan hasrat pelanggan, untuk itu perlu dianalisis faktor apa saja yang berpengaruh. Dilihat dari kualitas pelayanan serta aplikasi bauran pemasaran yang meliputi variabel Reliability, Responsiveness, Assurance, Empathy, Tangible, Product Quality, dan Price di SBU Laboratory Cibitung PT Sucofindo (Persero) yang dianalisis melalui Importance Performance Analysis (IPA) maka dari tiga puluh lima atribut yang termasuk pada tujuh variabel tersebut maka ada dua hal penting yang perlu di improvisasi yaitu mengenai atribut biaya jasa yang ditawarkan PT Sucofindo harus sesuai dengan kualitas dan paket harga yang ditawarkan agar terjangkau/menarik, sedangkan dari analisis gap antara kinerja aktual dan harapan maka dapat diketahui bahwa kinerja SBU Laboratory Cibitung PT Sucofindo (Persero) belum ada yang melampaui harapan pelanggan.

Kata Kunci : kualitas pelayanan, aplikasi bauran pemasaran, importance performance analysis (IPA), kepuasan pelanggan

Abstract

Customer satisfaction is comparison between customer's expected performance and actual performance.  When actual performance is higher than customer expectation, customer will be satisfied and vice versa. Case at service companies, customer satisfaction is one of the important factor in creating good climate for business, in this case study, SBU Laboratory Cibitung PT Sucofindo (Persero) has not maximized in serving customer needs. Therefore, it needs to be analyzed the factors affecting that matter. From the quality service and the application of marketing mix, consist of Reliability, Responsiveness, Assurance, Empathy, Tangible, Product Quality, and Price Reliability, Responsiveness, Assurance, Empathy, Tangible, Product Quality, and Price variable at SBU Laboratory Cibitung PT Sucofindo (Persero) which have been analyzed by using Importance Performance Analysis from thirty five attributes which represent the seven variables show there are two things to be improved, they are cost of service attribute has to be adjusted to the quality and each price package has to be attainable. The gap analysis between actual performance and expectation shows that performance of SBU Laboratory Cibitung PT Sucofindo (Persero) has not surpassed customer expectations.

Keywords : service quality, marketing mix applications, importance performance analysis (IPA), customer satisfaction

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