ANALISIS CUSTOMER EXPERIENCE PESERTA BIMBINGAN BELAJAR PADA PRIMAGAMA PONDOK KELAPA DENGAN PENDEKATAN SERQVUAL

NURIZZAH SABRINA, . (2025) ANALISIS CUSTOMER EXPERIENCE PESERTA BIMBINGAN BELAJAR PADA PRIMAGAMA PONDOK KELAPA DENGAN PENDEKATAN SERQVUAL. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis Customer experience peserta bimbingan belajar di Primagama Pondok Kelapa menggunakan pendekatan SERVQUAL yang mencakup lima dimensi: Tangibel, Reliability, Responsiveness, Assurance, dan Empathy. Latar belakang penelitian didasari oleh tingginya tingkat persaingan antar lembaga bimbingan belajar di Kecamatan Duren Sawit, Jakarta Timur, serta adanya penurunan jumlah peserta di Primagama Pondok Kelapa pada tahun ajaran 2024/2025. Permasalahan yang diidentifikasi meliputi kualitas fasilitas fisik, ketepatan jadwal, kesesuaian materi, kompetensi tutor, responsivitas staf, hingga perhatian personal terhadap siswa. Penelitian ini menggunakan metode kuantitatif deskriptif dengan populasi 183 siswa SMP dan SMA, dan sampel 124 responden yang dipilih secara proportional random sampling. Data dikumpulkan melalui kuesioner tertutup berbasis skala Likert 4 poin, kemudian dianalisis secara statistik untuk mengukur persepsi peserta terhadap kualitas layanan pada tiap dimensi SERVQUAL. Hasil penelitian menunjukkan bahwa persepsi Customer experience secara keseluruhan berada pada kategori “baik”, namun terdapat beberapa aspek yang masih memerlukan perbaikan, khususnya pada kebersihan dan kenyamanan fasilitas fisik, konsistensi jadwal pembelajaran, kesesuaian materi dengan target ujian, serta peningkatan sikap ramah dan perhatian personal dari staf dan tutor. Temuan ini diharapkan dapat menjadi masukan strategis bagi manajemen Primagama Pondok Kelapa untuk meningkatkan mutu pelayanan, memperkuat citra merek, dan mempertahankan loyalitas siswa di tengah persaingan industri bimbingan belajar. ********** This study aims to analyze the Customer experience of tutoring participants at Primagama Pondok Kelapa using the SERVQUAL approach, which consists of five dimensions: Tangibel, Reliability, Responsiveness, Assurance, and Empathy. The background of this research is the intense competition among tutoring institutions in Duren Sawit District, East Jakarta, along with the decline in student enrollment at Primagama Pondok Kelapa during the 2024/2025 academic year. Identified issues include the quality of physical facilities, schedule accuracy, material relevance, tutor competence, staff Responsiveness, and personal attention to students. This research employs a descriptive quantitative method with a population of 183 junior and senior high school students and a sample of 124 respondents selected using proportional random sampling. Data were collected through a closed-ended questionnaire based on a 4-point Likert scale, then statistically analyzed to measure participants’ perceptions of service quality across the SERVQUAL dimensions. The results indicate that the overall Customer experience is in the “good” category; however, several aspects require improvement, particularly in cleanliness and comfort of physical facilities, consistency of class schedules, relevance of learning materials to exam targets, and the enhancement of friendliness and personal attention from staff and tutors. These findings are expected to provide strategic insights for the management of Primagama Pondok Kelapa in improving service quality, strengthening brand image, and maintaining student loyalty amidst the competitive tutoring industry.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof.Dr. Mohamad Rizan, S.E.,M.M. ; 2). Adnan Kasofi, S.Pd.,M.B.A.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Nurizzah Sabrina .
Date Deposited:	13 Aug 2025 03:00
Last Modified:	13 Aug 2025 03:00
URI:	http://repository.unj.ac.id/id/eprint/59910

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