Persepsi Pelanggan terhadap Layanan dan Produk di Januputra Pasaraya Sleman: Studi Kasus Administrasi Layanan Pelanggan

Antonina Usmara; Abdul Razaq

doi:10.55606/jaemb.v6i2.9566

Authors

Antonina Usmara Akademi Sekretari dan Manajemen Indonesia Desanta
Abdul Razaq Akademi Sekretari dan Manajemen Indonesia Desanta

DOI:

https://doi.org/10.55606/jaemb.v6i2.9566

Keywords:

customer perception, service quality, retail products, SERVQUAL, customer satisfaction, Januputra Pasaraya, retail administration

Abstract

This study aims to evaluate customer perceptions of service quality and products at Januputra Pasaraya in Sleman, Yogyakarta. Utilizing the SERVQUAL model and product perception indicators, the study focuses its analysis on service dimensions, product quality, and the variables influencing consumer satisfaction. A descriptive quantitative method was employed, involving 400 respondents selected through accidental sampling. The research findings indicate that, cumulatively, customer perceptions fall within the good category, with a mean service quality score of 4.14 and a product perception score of 4.21. While the dimensions of assurance and empathy emerge as the company's primary strengths, responsiveness shows the lowest performance, particularly regarding staff reaction time. Furthermore, the GAP analysis confirms a discrepancy between expectations and reality concerning service speed and consistency in stock availability. From a practical standpoint, this research contributes to the management of Januputra Pasaraya by suggesting an immediate transition toward a data-driven inventory management system to minimize stockouts, alongside the implementation of service-excellence-based soft-skills training for front-line personnel. These results are expected to serve as a strategic reference for local retail managers in maintaining customer loyalty amidst dynamic market competition.

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