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All Journal JURNAL MANAJEMEN AGRIBISNIS Media Ilmiah Teknologi Pangan (Scientific Journal of Food Technology) Agrisocionomics: Jurnal Sosial Ekonomi Pertanian Specta Journal of Technology Advances in Food Science, Sustainable Agriculture and Agroindustrial Engineering (AFSSAAE) Abdimas: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang Abdimas Galuh: Jurnal Pengabdian Kepada Masyarakat Journal of Functional Food and Nutraceutical International Journal on Food, Agriculture and Natural Resources (IJFANRES) International Journal of Economics, Business and Innovation Research JURNAL REKAYASA DAN MANAJEMEN AGROINDUSTRI Jurnal Ilmiah Teknologi Pertanian Agrotechno
DEWA AYU ANOM YUARINI
Department Of Agroindustrial Technology, Faculty Of Agricultural Technology, Udayana University, Bali, Indonesia
Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Environmental Science Immunology & microbiology Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Mechanical Engineering Nursing

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Application of QFD in Service Quality Improvement: The Case of Pasar Malam Batubulan Services Dewa Ayu Anom Yuarini; G.P. Ganda Putra; Luh Putu Wrasiati; Gede Wahyu Wardana; I Gede Arie Mahendra Putra; Luh Dian Rna Fajarini
Agrisocionomics: Jurnal Sosial Ekonomi Pertanian Vol 10, No 1 (2026): Maret 2026
Publisher : Faculty of Animal and Agricultural Science, Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/agrisocionomics.v10i1.26697

Abstract

Dewi Sri Market, located at Batubulan Terminal, Sukawati District, Gianyar, Bali, is one of the island’s tourist destinations, offering a unique shopping experience with diverse culinary choices, performances, clothing, and entertainment for children, commonly known as Pasar Malam Batubulan. This study aims to identify the attributes considered important by the public regarding Pasar Malam Batubulan, measure the levels of importance and satisfaction related to service quality, and formulate strategies to improve service quality. The analysis employs Quality Function Deployment (QFD), with variables derived from the five service quality dimensions: tangibles, reliability, responsiveness, assurance, and empathy. Based on the QFD analysis, the attribute with the highest importance value was the tangibles dimension, specifically toilet facilities (4.83), followed by vendor politeness (4.82), cleanliness and comfort of the market area (4.80), vendor friendliness (4.80), parking availability (4.79), and lighting quality (4.78). Other attributes that were rated highly included vendor product knowledge (4.68), service responsiveness (4.66), price-to-portion fairness (4.66), and market layout (4.64). However, satisfaction scores revealed a considerable gap, with salesperson friendliness receiving the highest score (4.05) and toilet facilities scoring the lowest (3.42), highlighting critical gaps in service quality. Based on respondent characteristics, the recommended strategies include introducing digital payment systems such as QRIS or digital wallets. Sustained capacity building for merchants, along with regular evaluations, is considered essential to measure the long-term impact of these initiatives and to assess their readiness for digital transformation. These findings underscore that enhancing basic facilities and adopting digital payment systems are strategic measures to improve customer satisfaction and align traditional markets with the evolving demands of the digital era.
Co-Authors A A Gede Ary Gunada AMNA HARTATI Amna Hartiati Amna Hartiati Anak Agung Putu Agung Suryawan Wiranatha Bambang Admadi Harsojuwono Bawazier, Chazqa Carolline Octovinarti Ina Kasi Langkeru Chelseanna, Dea Chintya Angeline Liu G.P. Ganda Putra G.P. Ganda Putra Gede Wahyu Wardana Gede Wahyu Wardana Gusti Putu Ganda Putra, Gusti Putu Ganda I Dewa Putu Oka Suardi I Gede Arie Mahendra Putra I Gede Arie Mahendra Putra I Gede Arya Sukadana Putra I Gusti Ketut Sri Diah Indrayani I Ketut Satriawan I Made Bagus Wisesa Yogiswara I Made Bagus Wisesa Yogiswara I Putu Meidyka Parstya Saputra I W.G. SEDANA YOGA Ida Bagus Gede Mahatmananda Ignashia, Maria Cory Jannati, Fitri Nur Jaya, Kadek Bagus Putra K. Ayu Novita Kirana, Kayla Victoria Lintang Mandan Madani Luh Dian Rna Fajarini Luh Putu Wrasiati Luh Putu Wrasiati Luh Putu Wrasiati M. Habib Arif Budiman Made Satria Wibawa Maharani, Putu Trisna Muhammad Eriansyah Al Hakim Ni Kadek Pingkan Wulandari NI LUH MADE INDAH MURDYANI DEWI Ni Luh Putu Diyan Utami Dewi Ni Made Wartini Ni Made Yuli Widra Yanti Pradnyandari, Anak Agung Sagung Devi Suamba Pratysentani, Ni Kadek Listera Putu Julyantika Nica Dewi Sadyasmara , Cok Anom Bayu Sadyasmara, Cokorda Anom Bayu Safari, Muhammad Ilham Tissa Meiya Candigo Tissa Meiya Candigo Wardana, Gede Wahyu Yakobus Jonathan Kristiyanta Zebua, Kezia Evangelista