MENINGKATKAN NILAI SISTEM PEMASARANUSAHA UMKM UD. XYZ MENGGUNAKAN METODE SERVQUAL: ANALISA KUALITAS LAYANAN DAN KEPUASAN PENGGAN

This study aims to analyze the service quality gap in the marketing system of UD. XYZ, a small footwear business, using the SERVQUAL method. The research focuses on five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. Data were collected through questionnaires distributed to 70 customers, measuring their expectations and perceptions of service quality. The results reveal critical gaps, with responsiveness (-1.25) and empathy (-1.00) as the most significant issues, indicating slow response times and a lack of personalized attention. These gaps negatively impact reliability (-0.60) and assurance (-0.45), highlighting systemic product consistency and trust challenges. Valid and reliable instruments (Cronbach’s Alpha > 0.7 for all dimensions) confirm the findings. To address these gaps and boost customer satisfaction, the study recommends integrated solutions, including improved customer service protocols, loyalty programs, and quality control enhancements. This research contributes to the literature on SERVQUAL applications in small-scale footwear businesses and provides actionable insights for UD. XYZ and similar SMEs to refine their marketing strategies.