UPAYA PENINGKATAN KUALITAS LAYANAN DALAM RANGKA MEMBANGUN KEPUASAN PELANGGAN (STUDI PADA BUMDES MEKAR JAYA DI DESA BETET KECAMATAN KEPOHBARU, KABUPATEN BOJONEGORO)

SERVICE QUALITY IMPROVEMENT EFFORTS IN ORDER TO BUILD CUSTOMER SATISFACTION (STUDY ON BUMDES MEKAR JAYA IN BETET VILLAGE KEPOHBARU DISTRICT, BOJONEGORO REGENCY)

ABSTRAK

UPAYA PENINGKATAN KUALITAS LAYANAN

DALAM RANGKA MEMBANGUN KEPUASAN PELANGGAN

(STUDI PADA BUMDES MEKAR JAYA DI DESA BETET

KECAMATAN KEPOHBARU, KABUPATEN BOJONEGORO)

Nama                                     : Eko Rudianto

NIM                                        : 21080574221

Program Studi                      : S-1 Manajemen

Fakultas                                 : Ekonomika dan Bisnis

Nama Lembaga                   : Universitas Negeri Surabaya

Pembimbing                        : Dra.Hj.Anik Lestari Andjarwati, M.M.

Penelitian ini membahas strategi dimensi kualitas layanan di unit usaha air bersih  BUMDes Mekar Jaya Desa Betet Kecamatan Kepohbaru Kabupaten Bojonegoro. Penelitian ini menggunakan Deskriptif Kualitatif dan jenis data Skunder.

Hasil penelitian menunjukkan bahwa unit usaha air bersih membangun kepuasan pelanggan dengan lima aspek strategi kualitas layanan, yang terdiri dari aspek tangible, reliability, responsiveness, assurance dan empathy. Pada aspek tangible yaitu pengelola usaha perlu meningkatkan bukti fisik atau sarana agar kelancaran air bersih terpenuhi. Aspek reliability yaitu suatu tujuan bagaimana terciptanya konsistensi kehandalan suatu perusahaan. Aspek responsiveness yaitu pengelola mampu menyelesaikan segala permasalahan pada pelanggan dengan tanggap dan cepat. Aspek assurance yaitu pengelola berusaha meningkatkan jaminan kelancaran air bersih kepada pelanggan, sikap ramah kepada pelanggan dan kenyamanan kepada pelanggan. Aspek empathy yaitu pengelola berusaha memberikan perhatian yang lebih terhadap pelanggan dalam komunikasi maupun menanggapi keluhan.

Perusahaan sebaiknya terus mendorong karyawan untuk mengikuti pelatihan komunikasi dan keterampilan layanan pelanggan, ini akan mengamankan hubungan positif antara karyawan dan pelanggan yang akan memperkuat reputasi perusahaan.

Kata kunci: Unit usaha air bersih Tirta Mulya, strategi kualitas layanan, BUMDes, Desa Betet.

ABSTRACT

SERVICE QUALITY IMPROVEMENT EFFORTS

IN ORDER TO BUILD CUSTOMER SATISFACTION

(STUDY ON BUMDES MEKAR JAYA IN BETET VILLAGE

KEPOHBARU DISTRICT, BOJONEGORO REGENCY)

Name                                                    : Eko Rudianto

NIM                                                    : 21080574221

Study Program                                    : S-1 Management

Faculty                                                 : Economics and Business

Name of Institution                             : State University of Surabaya

Advisor                                                : Dra.Hj.Anik Lestari Andjarwati, M.M.

                    This study discusses the strategic dimensions of service quality in the clean water business unit of BUMDes Mekar Jaya, Betet Village, Kepohbaru District, Bojonegoro Regency. This study uses descriptive qualitative and secondary data types.

                    The results of the research show that the clean water business unit builds customer satisfaction with five aspects of service quality strategy, which consist of tangible, reliability, responsiveness, assurance and empathy aspects. On the tangible aspect, namely business managers need to improve physical evidence or facilities so that clean water is fulfilled. The aspect of reliability is a goal of how to create consistency in the reliability of a company. The responsiveness aspect is that the manager is able to solve all problems with customers responsively and quickly. The aspect of assurance is that the manager is trying to improve the guarantee of the smooth running of clean water to customers, a friendly attitude to customers and convenience to customers. The empathy aspect is that managers try to pay more attention to customers in communicating and responding to complaints.

                    Companies should continue to encourage employees to take training in communication and customer service skills, this will secure positive relationships between employees and customers which will strengthen the company's reputation.

Keywords: Tirta Mulya clean water business unit, service quality strategy, BUMDes, Betet Village.