ANALISIS PERBEDAAN ANTARA KINERJA DAN KEPENTINGAN KONSUMEN TERHADAP BENGKEL SEPEDA MOTOR AHASS HONDA (Studi pada Pelanggan Motor Cahaya Sakti Semarang )

Abstract

cThis study aimed to analyze the level of importance and performance of Motor Cahaya Sakti Garage in Semarang. Variables used in this study is service quality which consists of reliability, responsiveness, assurance, emphaty, and tangibles with the level of customer satisfaction. These variables are used to measure the Importance and Consumer Assessment of quality of services rendered the company. The research data collected data from 100 respondents of Motor Cahaya Sakti Garage customers are selected through a questionnaire consisting of opened and closed questions. Customer Satisfaction Index is used to analyze the level of overall customer satisfaction. Meanwhile, to identify performance improvement priorities, Importance Performance Analysis described by the cartesian diagram. Results showed that overall customer are quite satisfied of performance of of Motor Cahaya Sakti Garage service in the overall attribute. But for Motor Cahaya Sakti Garage further improve its performance again, so that more consumer expectations are met.