<![CDATA[This study aims to evaluate the service quality of tea products at PD Arahmah Wanayasa Purwakarta and identify service attributes that should be prioritized for improvement to increase customer satisfaction. This study employed the Service Quality (SERVQUAL) and Importance Performance Analysis (IPA) methods. The research data were collected through questionnaires distributed to 100 respondents who were customers of PD Arahmah tea products. The SERVQUAL method was used to measure service quality based on the gap between customer perceptions and expectations, while the IPA method was applied to determine the importance and performance levels of each service attribute and to classify them into four priority quadrants. The results showed that the average customer perception score was 3.80, while the average expectation score was 3.66, resulting in an average gap value of 0.14. The service quality (Q) value of 1.038 indicates that, overall, the service quality provided has met and exceeded customer expectations. The IPA results identified product packaging, taste consistency, and employees' understanding of customer needs as the main priorities for improvement. Improvements in these attributes are expected to enhance service quality, customer satisfaction, and the sustainability of PD Arahmah's business.]]>
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