Service Quality Analysis Using the Service Quality and Importance Performance Analysis Methods at the Jember Primary Tax Service Office

Jember Pratama Tax Office is a government institution that is required to provide excellent service to taxpayers so that service user (customer) satisfaction can be achieved. Service quality is one of the important elements that can measure taxpayer satisfaction. The purpose of this study is to analyze the level of service quality of KPP Pratama Jember to taxpayers using the SERVQUAL method and to determine the priority of improving the quality of KPP Pratama Jember services using the Importance Performance Analysis (IPA) method. This study is a quantitative study with a descriptive approach. The sampling method used is purposive sampling with 100 respondents. This study uses the SERVQUAL method with five service dimensions, namely tangible, reliability, responsiveness, assurance, and empathy. Then the IPA (Importance Performance Analysis) method is also used to determine the priority of each attribute. Based on the research results, the highest GAP is in the responsiveness dimension with a GAP of 0.21 (negative) and there are three attributes in quadrant I that have the highest priority for improvement, including the speed of the Jember Pratama Tax Office in providing services, the ability of the Jember Pratama Tax Office in assisting Taxpayers by providing clear information, and Jember Pratama Tax Office conveys service procedures in communicative language that is easy for taxpayers to understand.