Analisis Kualitas Pelayanan Di Toko Offline Sociolla Aeon Bsd Tangerang Selatan
Abstract
Penelitian ini bertujuan untuk mengevaluasi kualitas layanan yang diterima oleh pelanggan di toko offline Sociolla. Metode penelitian yang digunakan adalah deskriptif kualitatif, dengan teknik pengumpulan data melalui wawancara dengan satu orang staf toko dan beberapa pelanggan toko offline Sociolla di AEON BSD, Tangerang Selatan, serta tinjauan literatur terkait. Analisis data dilakukan dengan menggunakan lima dimensi kualitas layanan, yaitu bukti fisik (tangibles), kehandalan (reliability), responsif (responsiveness), jaminan (assurance), dan empati (empathy) dengan menggunakan skala Likert. Selain itu, penelitian ini juga mengidentifikasi strategi mutu dengan menggunakan metode SWOT (Strength, Weakness, Opportunity, Threat), dengan menganalisis diagram SWOT dan matriks SWOT secara deskriptif. Hasil penelitian menunjukkan bahwa kualitas layanan di toko ini dinilai sangat baik. Analisis SWOT mengungkapkan bahwa toko offline Sociolla di AEON BSD mempunyai kekuatan yang lebih dominan daripada kekurangan, serta memiliki chance atau peluang yang lebih besar daripada ancaman.
Kata kunci: analisis SWOT, kualitas pelayanan
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