PERSEPSI PELANGGAN TERHADAP KUALITAS LAYANAN DAN PERAN SDM DALAM KELAYAKAN USAHA PADA UMKM ANGKRINGAN BAHENOL DI PURWOKERTO
Abstract
Penelitian ini mengeksplorasi hubungan antara kualitas layanan, sumber daya manusia, dan kelayakan keseluruhan usaha mikro, kecil, dan menengah (UMKM) kuliner, dengan fokus pada Warkop Bahenol. Dengan menggunakan metode kualitatif deskriptif, data dikumpulkan melalui observasi lapangan dan wawancara semi-terstruktur dengan pemilik bisnis dan pelanggan. Analisis dilakukan dengan menggunakan model interaktif yang dikembangkan oleh Miles dan Huberman. Temuan mengungkapkan bahwa keterbatasan tenaga kerja secara signifikan mempengaruhi dua dimensi utama kualitas layanan (daya tanggap dan keandalan) yang pada akhirnya memengaruhi kepuasan pelanggan dan kelangsungan bisnis. Hasil ini konsisten dengan model SERVQUAL, yang mengidentifikasi daya tanggap dan keandalan sebagai faktor penting dalam kualitas layanan yang dirasakan. Studi ini menggarisbawahi perlunya investasi dalam pengembangan sumber daya manusia, baik melalui perekrutan langsung dan pelatihan layanan, dan perencanaan jangka panjang yang selaras dengan pertumbuhan pelanggan. Oleh karena itu, memperkuat kemampuan SDM sangat penting untuk memastikan keberlanjutan dan daya saing UMKM seperti Warkop Bahenol.
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DOI: https://doi.org/10.46576/bn.v8i2.7009
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