Analisis kepuasan pelanggan terhadap pelayanan Biro Perjalanan Umum Rosalia Indah

Oleh :
Petronilla Cynthia Agnetasia - F3207069 - Fak. Ekonomi dan Bisnis

ABSTRAK Tujuan penelitian adalah untuk mengetahui tingkat kepuasan pelanggan BPU Rosalia Indah berdasarkan dimensi reliability, responsiveness, assurance, emphaty dan tangible akan kualitas pelayanan jasa BPU Rosalia Indah. Populasi penelitian ini adalah seluruh konsumen BPU Rosalia Indah. Sampel sebesar 100 responden yang diambil secara acak. Jenis data yang diambil adalah data kualitatif yaitu data yang berbentuk kata, kalimat, skema, dan gambar yang berkaitan dengan penelitian. Alat analisis yang digunakan adalah metode deskriptif yaitu menggambarkan seluruh obyek penelitian secara terperinci. Hasil penelitian menyimpulkan bahwa tingkat kepuasan pelanggan akan pelayanan BPU Rosalia Indah dilihat dari lima dimensi yaitu (1) Responden merasa puas pada dimensi reliability, terdiri dari ketepatan waktu berangkat dan waktu tiba, kemampuan dalam menangani keluhan konsumen. (2) Responden merasa puas pada dimensi responsiveness, terdiri dari kejelasan dalam penyampaian informasi waktu, kecepatan dan ketepatan dalam pelayanan. (3) Responden merasa cukup puas pada dimensi assurance, terdiri dari kemampuan sopir dalam memberikan keamanan ketika mengemudi, kesabaran karyawan terhadap konsumen. (4) Responden merasa puas pada dimensi emphaty, terdiri dari pelayanan yang ramah dari karyawan, perhatian konsumen terhadap konsumen. (5) Responden merasa puas pada dimensi tangible, terdiri dari kebersihan fasilitas bus dan perusahaan, penampilan karyawan termasuk awak bus.. Saran penelitian adalah (1) BPU Rosalia Indah diharapkan untuk mempertahankan pelayanannya, terutama pada dimensi reliability, responsiveness, emphaty, dan tangible agar konsumen tetap merasa puas akan pelayanan BPU Rosalia Indah serta tetap setia menggunakan jasa BPU Rosalia Indah. (2) BPU Rosalia Indah diharapkan untuk lebih meningkatkan pelayanannya terutama pada dimensi asurance, sebab konsumen BPU Rosalia Indah merasa belum puas mengenai pelayanan BPU Rosalia Indah. Hal ini terutama pada kemampuan sopir dalam mengemudi serta memberikan keamanan bagi penumpang dan kesabaran karyawan dalam melayani konsumen. Kata kunci : Kepuasan Konsumen, Reliability, Responsiveness, Asurance, Emphaty, Tangible. ABSTRACT The objective of research is to find out the customer satisfaction level of BPU Rosalia Indah based on the reliability, responsiveness, assurance, empathy and tangible to the service quality of BPU Rosalia Indah. The population of research is that all consumers of BPU Rosalia Indah. The sample consisting of 100 respondents was taken randomly. The data types employed was qualitative one in the form of words, sentence, scheme, and picture relating to the research. Analysis instrument used was descriptive method, that is, to describe all research objects in detail. From the result of research, it can be concluded that the customer satisfaction to the BPU Rosalia Indah’s service viewed from five dimension includes (1) respondents feel satisfied to reliability dimension, consisting of departure and arrival timeliness, capability of coping with consumer’s grievance, (2) the respondents feel satisfied with the responsiveness, consisting of clarity in delivering information on time, speed and appropriateness in service. (3) respondents feel sufficiently satisfied with assurance dimension, consisting of driver’s capability of giving sense of secure during driving, the employee’s patience in dealing with the consumers. (4) respondents feel satisfied with the empathy dimension, consisting of friendly service from the employees, their attention to the consumer. (5) respondents feel satisfied with tangible dimension, consisting of bus and company facility cleanliness, employee’s appearance including the bus crewman. The recommendations of research include (1) BPU Rosalia Indah is expected to maintain its service, particularly in reliability, responsiveness, empathy and tangible dimension, in order that the customers remain to feel satisfied with its service as well as remain to be loyal to use its service. (2) BPU Rosalia Inda is expected to improve its service particularly in assurance dimension, because the consumers of BPU Rosalia Indah have not felt satisfied yet with BPU Rosalia Indah’s service. It is because the driver’s capability of driving as well as giving sense of secure to the passenger and the employee’s patience in dealing with the consumers. Keywords: Consumer satisfaction, Reliability, Responsiveness, Assurance, Empathy, Tangible