ANALISIS KUALITAS PELAYANAN DI MIXUE ICE CREAM & TEA TELAGA KAHURIPAN BOGOR

Abstract

This study aims to analyze the service quality at Mixue Ice Cream & Tea Telaga Kahuripan, Bogor. The research uses a quantitative descriptive approach based on the SERVQUAL (Service Quality Model), which includes five dimensions: Tangibles, Empathy, Reliability, Responsiveness, and Assurance. Data were collected using the Probability Random Sampling technique, and analyzed using formulas from Hair et al, including calculations of mean, median, mode, and standard deviation. The results show that the highest service quality score was found in the Tangibles dimension with a score of 4.24, followed by Reliability (4.14), Responsiveness (4.08), and Assurance (4.00). The lowest score was in the Empathy dimension with a score of 3.94. Overall, the service quality at Mixue Ice Cream & Tea Telaga Kahuripan is classified as good, as most dimensions received scores above 4.00. However, improvement in the Empathy dimension is necessary to further enhance customer satisfaction.