ANALYSIS OF SERVICE QUALITY USING SERVICE QUALITY (SERVQUAL) AND SWOTMETHOD IN BORDER AREA (CASE STUDY: PT. JABABEKA MOROTAI)

Abstract

Pavilliun d'loha Resot Jababeka Morotai or commonly called PT. Jababeka
Morotai which is managed by Jababeka group which is a company in the
management of the first open industrial estate in Indonesia which is listed on
the Jakarta and Surabaya stock exchanges since 1994. where the three main
pillars in this company are land development, infrastructure, and
entertainment venues and hospitality. PT. Jababeka Morotai so far, has never
measured the level of visitor satisfaction in the hospitality field with Hotel
Guests so that in improving the quality of service and also in overcoming
complaints of hotel guests, it is still not carried out properly. Based on the
above problems, this study uses the SERVQUAL method and SWOT
analysis (strength, weakness, opportunities, Threat). The SERVQUAL
method is a method used to find out the extent of differences in reality and
expectations for the services received / felt by customers, SWOT is a way to
systematically identify various factors in order to formulate a company
strategy. The result of the study is the quality of service of the five
dimensions of SERVQUAL, the perception value is 4.61 and the
Expectation value is 4.32 with a positive gap value (0.28) so that it is
considered good because it is in accordance with the level of expectations of
consumers or guests. From SWOT, strategies are obtained which maintain
prices, increase promotions, advertising, brochures and social media.