Analisis Kualitas Pelayanan terhadap Kepuasan Pelanggan Menggunakan Metode Servqual dan Importance Performance Analysis (IPA) pada Kafe Green Kupi

Abstract

Competition in the culinary industry, especially among cafes, has become increasingly intense due to the growing number of consumer choices. To retain customers and build loyalty, service quality is a crucial factor that must be addressed by cafe management. This research was conducted at Green Kupi Cafe in Medan Johor, aiming to analyze service quality using the Servqual method and Importance Performance Analysis (IPA), and to identify service attributes that influence customer satisfaction.The Servqual method was employed to measure the gap between customer expectations and perceptions based on five dimensions: Tangibles, Reliability, Responsiveness, Assurance, and Empathy. Meanwhile, the IPA method was used to map the importance and performance levels of each service attribute in order to determine priority areas for improvement. The results indicate several service attributes with negative gaps that fall into the highpriority quadrant, highlighting the need for immediate improvements. These findings provide valuable insights for Green Kupi Cafe’s management in enhancing service quality and achieving sales targets more effectively. This research involved 50 respondents who are active customers of Green Kupi Cafe. Data were collected using open and closed questionnaires with a Likert scale. Validity and reliability tests were conducted before further analysis. The validity test showed that all questionnaire items were valid and reliable. The dimensions of empathy and responsiveness were the most frequently highlighted by customers. Some customers expressed that their complaints were not fully addressed. It is expected that the results of this study will serve as a reference for strategic decision-making by the management of Green Kupi Cafe.