Public services at the sub-district level play a strategic role in ensuring the fulfillment of administrative and community service needs effectively and responsively. However, several challenges related to service quality and the optimization of apparatus performance are still encountered. This study aims to analyze strategies for improving the quality of public services through optimizing the performance of government apparatus in Kapanewon Paliyan. This research employed a qualitative method with a descriptive approach. Data were collected through in-depth interviews with government officials and documentation studies related to public service implementation. Data analysis was conducted through data reduction, data display, and conclusion drawing. The results indicate that strategies to improve service quality were implemented through strengthening work discipline, enhancing apparatus competence, improving service facilities and infrastructure, and strengthening internal organizational coordination. Supporting factors include leadership commitment and regulatory support, while inhibiting factors consist of limited resources and workload constraints. The study concludes that optimizing apparatus performance is a key factor in achieving effective, efficient, and community-oriented public services. ABSTRAK Pelayanan publik pada tingkat kapanewon memiliki peran strategis dalam menjamin terpenuhinya kebutuhan administrasi dan pelayanan masyarakat secara efektif dan responsif. Namun, masih ditemukan berbagai kendala yang berkaitan dengan kualitas pelayanan dan optimalisasi kinerja aparatur. Penelitian ini bertujuan untuk menganalisis strategi peningkatan kualitas pelayanan publik melalui optimalisasi kinerja aparatur di Kapanewon Paliyan. Penelitian menggunakan metode kualitatif dengan pendekatan deskriptif. Data diperoleh melalui wawancara mendalam dengan aparatur pemerintah kapanewon serta studi dokumentasi terhadap dokumen pelayanan. Analisis data dilakukan melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa strategi peningkatan kualitas pelayanan dilakukan melalui penguatan disiplin kerja, peningkatan kompetensi aparatur, pemanfaatan sarana prasarana pelayanan, serta koordinasi internal organisasi. Faktor pendukung meliputi komitmen pimpinan dan dukungan regulasi, sedangkan faktor penghambat mencakup keterbatasan sumber daya dan beban kerja aparatur. Penelitian ini menyimpulkan bahwa optimalisasi kinerja aparatur menjadi kunci dalam mewujudkan pelayanan publik yang lebih efektif, efisien, dan berorientasi pada kepuasan masyarakat.
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