EVALUASI KEPUASAN PELANGGAN MELALUI PENDEKATAN SERVICE QUALITY (SERVQUAL) PADA KEDAI KOPI LOKAL SUKABUMI COFFEE CENTER

Ratih Hendra Ningsih - Politeknik Sukabumi
Liliawati Lia - Politeknik Sukabumi
Mochamad Arief Firman Nurdin - Politeknik Sukabumi

Abstract


ABSTRAK

Sukabumi Coffee Center (SCC) merupakan usaha kedai kopi lokal di Kota Sukabumi yang mengusung misi memberdayakan petani lokal melalui penyajian komoditas biji kopi asli daerah (Arabika dan Robusta). Sebagai kedai kopi independen, optimalisasi kualitas pelayanan menjadi faktor krusial untuk bersaing dengan kedai kopi waralaba nasional. Penelitian ini bertujuan untuk mengevaluasi tingkat kepuasan pelanggan di Sukabumi Coffee Center menggunakan dimensi Service Quality (SERVQUAL), mengidentifikasi kendala operasional yang dihadapi, serta merumuskan strategi solutif bagi manajemen. Penelitian deskriptif kuantitatif ini mengumpulkan data primer melalui kuesioner berskala Likert kepada 99 responden yang dipilih menggunakan teknik accidental sampling berdasarkan rumus Slovin dari total populasi 15.816 pengunjung. Pengujian instrumen pada 30 responden menunjukkan tingkat reliabilitas yang sangat tinggi dengan koefisien Cronbach's Alpha sebesar 0,940. Hasil penelitian menunjukkan bahwa pelanggan secara umum merasa puas terhadap kinerja pelayanan SCC, dengan tingkat kepuasan tertinggi dicapai pada dimensi Reliability (Keandalan), khususnya pada indikator kesesuaian pesanan yang disajikan dengan tingkat persetujuan sebesar 64,6%. Namun, kelemahan operasional kritis teridentifikasi pada dimensi Responsiveness (Ketanggapan), yaitu ketidakpastian informasi estimasi waktu tunggu produk (waiting time) saat kondisi ramai yang dikeluhkan oleh 35,4% responden, serta dimensi Tangibles (Bukti Fisik) berupa keterbatasan kapasitas parkir yang dinilai tidak memadai oleh 60,7% responden (gabungan skor tidak setuju dan sangat tidak setuju). Rekomendasi manajerial yang diusulkan meliputi standardisasi Standar Operasional Prosedur (SOP) penyampaian waiting time oleh barista, optimalisasi tata letak interior (servicescape), dan kerja sama penyediaan kantong parkir dengan area sekitar.

 

ABSRACT

Sukabumi Coffee Center (SCC) is a local coffee shop in Sukabumi City that aims to empower local farmers by serving regional coffee bean commodities (Arabica and Robusta). As an independent coffee shop, optimizing service quality is a crucial factor in competing with national franchise coffee shops. This study aims to evaluate the level of customer satisfaction at Sukabumi Coffee Center using the Service Quality (SERVQUAL) dimension, identify operational obstacles, and formulate strategic solutions for management. This quantitative descriptive study collected primary data through a Likert scale questionnaire from 99 respondents selected using the accidental sampling technique based on the Slovin formula from a total population of 15,816 visitors. Instrument testing on 30 respondents demonstrated very high reliability with a Cronbach's Alpha coefficient of 0.940. The findings indicate that customers are generally satisfied with SCC's service performance, with the highest satisfaction achieved in the Reliability dimension, specifically in the conformity of served orders with a 64.6% agreement rate. However, critical operational weaknesses were identified in the Responsiveness dimension, where the uncertainty of waiting time information during peak hours was complained of by 35.4% of respondents, and the Tangibles dimension in the form of limited parking capacity, which was rated inadequate by 60.7% of respondents (combined disagree and strongly disagree scores). Managerial recommendations proposed include standardizing Standard Operating Procedures (SOP) for communicating waiting times by baristas, optimizing the interior layout (servicescape), and collaborating with surrounding areas to provide shared parking lots.

 


Keywords


Customer Satisfaction; Service Quality; Coffee Shop ; Kepuasan Pelanggan; Kualitas Pelayanan; Kedai Kopi

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References


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DOI: https://doi.org/10.59818/kontan.v5i2.2967

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