Strategi Peningkatan Kualitas Pelayanan Penumpang pada Kapal Bukit Siguntang
DOI:
https://doi.org/10.31004/joecy.v5i2.2323Keywords:
kualitas pelayanan, industri Pelayaran, fasilitas kapal, KM Bukit SiguntangAbstract
Penelitian ini bertujuan untuk menganalisis kualitas pelayanan penumpang pada KM Bukit Siguntang dengan mengidentifikasi kesenjangan antara ekspektasi dan persepsi penumpang terhadap lima dimensi kualitas pelayanan (tangibles, reliability, responsiveness, assurance, dan empathy) menggunakan kombinasi metode SERVQUAL, Importance Performance Analysis (IPA) dan Customer Satisfaction Index. Penelitian ini menggunakan pendekatan kuantitatif dengan desain deskriptif evaluative. Hasil analisis IPA menunjukkan distribusi 25 atribut pelayanan KM Bukit Siguntang ke dalam empat kuadran strategis yang memberikan panduan prioritas perbaikan yang jelas. Hasil penelitian menunjukkan adanya kesenjangan signifikan antara ekspektasi dan persepsi penumpang dengan gap score keseluruhan -0,76, mengindikasikan bahwa kinerja pelayanan aktual masih berada di bawah standar yang diharapkan. Dimensi reliability menunjukkan kesenjangan terbesar (-1,07) dengan ketepatan jadwal keberangkatan dan kedatangan sebagai atribut terburuk (-1,23), diikuti oleh dimensi tangibles (-0,73) yang didominasi permasalahan ketersediaan dan kualitas makanan serta kebersihan fasilitas kapal. Customer Satisfaction Index sebesar 69,3% menunjukkan tingkat kepuasan yang berada pada kategori "cukup puas" namun mendekati ambang batas "tidak puas", menegaskan urgensi implementasi strategi perbaikan yang komprehensif dan berkelanjutan. Penelitian ini memperkuat validitas penerapan model SERVQUAL dalam bidang transportasi laut Indonesia dan mengkonfirmasi universalitas pentingnya dimensi reliability dalam industri Pelayaran.
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