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All Journal Agrointek agriTECH Jurnal Pengabdian Kepada Masyarakat (Indonesian Journal of Community Engagement) Agroindustrial Technology Journal Agroindustrial Journal
Novita Erma Kristanti
Departemen Teknologi Industri Pertanian, Fakultas Teknologi Pertanian, Universitas Gadjah Mada, Jl. Flora No. 1, Bulaksumur, Yogyakarta 55281
Agriculture, Biological Sciences & Forestry Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Engineering Industrial & Manufacturing Engineering Social Sciences

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Consumers' Perception Analysis on Service Quality of Coffee Shops and Coworking Spaces in Yogyakarta, Indonesia Canta, Raras Inggita Arcci Citra; Kristanti, Novita Erma; Yuliando, Henry
agriTECH Vol 44, No 2 (2024)
Publisher : Faculty of Agricultural Technology, Universitas Gadjah Mada, Yogyakarta, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/agritech.70046

Abstract

Every marketing organization, whether manufacturing or service provider company is required to create differentiation, positioning, and competitive strategies. The most important factor to increase competitiveness in the field is quality of service. Therefore, providing good service appropriate to the expectations and desires of consumers is essential to create and ensure satisfaction. Tangible, reliability, responsiveness, assurance, and empathy are significantly related to consumer’s retention efforts. It is important to analyze the relationship between consumers and the product or service offered to understand that consumers have diverse desires when trying new product or service. This study aimed to investigate the priority of service attributes requiring improvements in coffee and coworking spaces, as well as provide suggestions for improvements based on observations. The variables were in the dimensions of service quality (tangible, reliability, responsiveness, assurance, and empathy). Furthermore, relevant data were collected through questionnaires, while nonprobability sampling method was adopted. Analysis method included Importance Performance Analysis (IPA) and Potential Gain in Customer Value (PGCV). The respondents were 300 consumers of K, R, and S. IPA results identified three attributes in quadrant I, which were sorted by PGCV priority. These attributes included tangible variables (4), empathy (19), and responsiveness (9). Recommendations for improvements included checking all available facilities, providing training to improve employee skills for service, and proactiveness in interaction by offering available menus.
Co-Authors Adi Djoko Guritno, Adi Djoko Anggoro Cahyo Sukartiko Annisa Dwi Astari Atris Suyantohadi Canta, Raras Inggita Arcci Citra Endy Suwondo Hanun, Farah Tiara Hapsarini, Indira Henry Yuliando Iqbal Saimima Almuntaha Izdihar, Ulfah Kamal, Winda Makhmudun Ainuri Megita Ryanjani Tanuputri Mohammad Wahyudin Muhammad Prasetya Kurniawan Pratama, Bayu Arga Putra Rizky Ananda Putri SARASWATI, Ayu Rahayu Shafiyya, Athaya Suharno Suharno Tian Nur Ma’rifat Wildan Fajar Bachtiar