Pengaruh Kualitas Pelayanan terhadap Corporate Branding CV Garasi Solusi Komunikasi

Abstract. The growth of the creative economy has increased public demand for visual skills training such as photography and videography. Kelas Garasi, as part of CV Garasi Solusi Komunikasi, serves as a provider of non-formal educational services that contributes to shaping the company's image. This study aims to determine the influence of service quality on the corporate branding of CV Garasi Solusi Komunikasi. The study applies the SERVQUAL theory by Parasuraman, Zeithaml, and Berry, which includes five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. Meanwhile, corporate branding is measured using Khan et al.’s concept, consisting of four indicators: corporate association, corporate activities, corporate values, and corporate personalities. A quantitative approach was used with a simple linear regression method. Data were collected through questionnaires and semi-structured interviews with 50 randomly selected participants of Kelas Garasi classes. The results show that all dimensions of service quality significantly affect corporate branding. Responsiveness emerged as the most dominant factor, contributing the most (R² = 63.6%). These findings indicate that fast and responsive service plays a key role in building a positive brand perception in the creative education sector. Abstrak. Pertumbuhan ekonomi kreatif mendorong meningkatnya kebutuhan masyarakat akan pelatihan keterampilan visual seperti fotografi dan videografi. Kelas Garasi, sebagai bagian dari CV Garasi Solusi Komunikasi, hadir sebagai penyedia layanan edukasi non-formal yang turut membentuk citra perusahaan. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan terhadap corporate branding CV Garasi Solusi Komunikasi. Penelitian menggunakan teori SERVQUAL dari Parasuraman, Zeithaml, dan Berry yang mencakup lima dimensi: bukti fisik, keandalan, ketanggapan, jaminan, dan empati. Sementara corporate branding diukur berdasarkan konsep dari Khan, dkk. melalui empat indikator: corporate association, corporate activities, corporate values, dan corporate personalities. Pendekatan kuantitatif digunakan dengan metode regresi linear sederhana. Data dikumpulkan melalui kuesioner dan wawancara semi-struktur terhadap 50 peserta kelas Kelas Garasi yang dipilih secara acak. Hasil penelitian menunjukkan bahwa seluruh dimensi kualitas pelayanan berpengaruh signifikan terhadap corporate branding. Dimensi ketanggapan merupakan faktor dominan dengan kontribusi terbesar (R² = 63,6%). Temuan ini menunjukkan bahwa pelayanan cepat dan responsif memainkan peran penting dalam membangun persepsi positif terhadap citra perusahaan di sektor edukasi kreatif.