TINGKAT KEPUASAN KONSUMEN TERHADAP KUALITAS PRODUK DAN PELAYANAN DI LESEHAN MALIOBORO YOGYAKARTA

Abstract

Penelitian ini bertujuan untuk mengetahui tingkat kepuasan konsumen terhadap: (1) kualitas
produk, (2) kualitas pelayanan di Lesehan Malioboro Yogyakarta. Penelitian ini merupakan penelitian
survey dengan pendekatan deskriptif kuantitatif. Populasi adalah konsumen sejumlah 4.160 orang
(dalam 1 hari). Sampel diambil menggunakan teknik insidental sampling. Ukuran sampel diambil
menggunakan rumus Issac dan Michael dengan taraf kesalahan 5% sebanyak 320 orang. Uji validitas
menggunakan expert judgment dan validitas isi menggunakan rumus korelasi product moment. Metode
pengumpulan data menggunakan angket. Teknik analisis data yang digunakan IPA (Importance
Performance Analysis). Uji coba instrument dari 48 pernyataan dinyatakan valid dan hasil uji
reliabilitas menyatakan nilai alpha hitung terhadap harapan produk 0,961 dan kenyataan produk 0,856.
Sedangkan nilai alpha hitung terhadap harapan pelayanan 0,978 dan kenyataan pelayanan 0,900. Hasil
penelitian diketahui bahwa: (1) tingkat kepuasan konsumen terhadap kualitas produk masuk kategori
tidak puas rata-rata GAP menunjukkan -0,67, (2) tingkat kepuasan konsumen terhadap pelayanan
masuk kategori tidak puas rata-rata GAP menunjukkan -0,70.

Kata kunci: kepuasan konsumen, produk, pelayanan, Lesehan Malioboro Yogyakarta.

This study aims to determine the level of consumers satisfaction on: (1) product quality, (2)
service quality at Lesehan Malioboro Yogyakarta. The type of the study was quantitative descriptive.
Population was the visitors 4.160 people on the day. The sample of this research is taken by insidental
sampling technique. The size of a sample of study as muh as 320 people with the formula Issac and
Michael wiyh the economic situation of error 5%. Test the validity of using expert judgment and for
the validity of the content using the product moment correlation formula. The methods to collect data
use quisionaire. The techniques data analysis used in this study is IPA (Importance Performance
Analysis). The results of 48 statement was valid and the results of the test reliability expressed alpha
count the value of the product 0,961 expectations and reality products 0,856. The value of alpha count
to the hope of the service 0,978 ant the fact the service 0,900. The results of the study are as follows:
(1) the level of consumers satisfaction with food products show category is not satisfied because the
average GAP obtained show -0,67, (2) the level of consumers satisfaction with service food show
category is not satisfied because the average GAP obtained show -0,70.
Keywords: Consumers satisfaction, Product, Service, Lesehan Malioboro Yogyakarta.