ANALISIS KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA USAHA PANGKAS RAMBUT RAZOR KING BALIGE

Abstrak

Penelitian ini bertujuan untuk mendeskripsikan dan menganalisis kualitas pelayanan pada Usaha Pangkas Rambut Razor King Balige serta pengaruhnya terhadap kepuasan pelanggan, dengan mengeksplorasi bagaimana pihak usaha menyikapi keterbatasan fasilitas fisik dan kendala teknis alat. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik purposive sampling, melibatkan empat pelanggan dan satu pemilik/kapster sebagai informan. Data dikumpulkan melalui observasi, wawancara mendalam, dan dokumentasi, kemudian dianalisis berdasarkan lima dimensi Servqual (tangibles, reliability, responsiveness, assurance, dan empathy) menurut Parasuraman. Hasil penelitian menunjukkan bahwa dimensi tangibles dan reliability mengalami tekanan signifikan pada jam sibuk, terutama hari Minggu, akibat keterbatasan ruang tunggu, jumlah kursi, dan mesin potong (clipper) yang cepat panas, sehingga memengaruhi konsistensi hasil potongan rambut. Meskipun demikian, kepuasan pelanggan tetap terjaga berkat efek kompensasi relasional melalui dimensi assurance dan empathy, di mana kompetensi teknis dan keramahan kapster mampu meredam kekecewaan pelanggan terhadap keterbatasan fasilitas. Penelitian ini menyimpulkan bahwa kualitas fungsional (interaksi dan pelayanan personal) dapat menutupi sementara kelemahan kualitas teknis (sarana dan alat), namun perbaikan struktural tetap diperlukan agar kepuasan pelanggan dapat bertransformasi menjadi loyalitas jangka panjang.

This study aims to describe and analyze the service quality of the Razor King Barbershop in Balige and its effect on customer satisfaction, by exploring how the business responds to physical facility limitations and technical equipment constraints. A descriptive qualitative approach was used with purposive sampling, involving four customers and one owner/barber as informants. Data were collected through observation, in-depth interviews, and documentation, then analyzed based on the five Servqual dimensions (tangibles, reliability, responsiveness, assurance, and empathy) proposed by Parasuraman. The results show that the tangibles and reliability dimensions experienced significant pressure during peak hours, especially on Sundays, due to limited waiting space, seating, and overheating clippers, which affected the consistency of haircut results. Nevertheless, customer satisfaction was maintained through a relational compensation effect via the assurance and empathy dimensions, where the barbers' technical competence and friendliness reduced customer disappointment regarding facility limitations. The study concludes that functional quality (interaction and personal service) can temporarily offset weaknesses in technical quality (facilities and equipment), although structural improvements remain necessary to transform customer satisfaction into long-term loyalty