Identifikasi Kesenjangan dan Prioritas Perbaikan Kualitas Layanan Digital UMKM Menggunakan SERVQUAL
DOI:
https://doi.org/10.38035/jmpis.v7i2.7810Keywords:
SERVQUAL, UMKM, Digital, Layanan, KepuasanAbstract
Penelitian ini bertujuan mengidentifikasi dan menganalisis kesenjangan kualitas layanan digital pada UMKM kuliner Donat XYZ yang telah memanfaatkan kanal online dalam operasionalnya. Meskipun kontribusi penjualan daring mencapai 36,5% dari total penjualan, berbagai keluhan pelanggan menunjukkan adanya ketidaksesuaian antara harapan dan persepsi layanan. Penelitian menggunakan pendekatan mixed methods dengan instrumen SERVQUAL untuk mengukur kesenjangan pada lima dimensi layanan, yang kemudian dianalisis menggunakan Importance Performance Analysis (IPA) dan Customer Satisfaction Index (CSI). Hasil penelitian menunjukkan bahwa seluruh dimensi memiliki nilai gap negatif, dengan prioritas perbaikan utama pada aspek responsiveness (RA1 dan RA4), empathy (E2), serta tangibles (T3 dan T4). Nilai CSI sebesar 79,45% mengindikasikan pelanggan berada pada kategori “puas”, namun analisis IPA menegaskan masih terdapat atribut kritis yang perlu ditingkatkan, khususnya terkait kecepatan respons, transparansi status pesanan, dan kejelasan informasi produk. Temuan ini menegaskan pentingnya pengelolaan kualitas layanan digital secara sistematis agar UMKM mampu meningkatkan pengalaman pelanggan dan mempertahankan kinerja kanal daring secara berkelanjutan.
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