Analisis Kualitas Pelayanan Menggunakan Metode SERVQUAL Dalam Mendorong Penjualan Kredit Kendaraan Bermotor Pada PT Mandiri Tunas Finance Cabang Pluit

Abstract

Service quality is one of the important factors in supporting customer satisfaction and sales sustainability, including in motor vehicle credit financing services. In an increasingly competitive financing industry, companies need to provide services that meet customer expectations in order to increase customer trust and encourage customers to use financing services. This study aims to analyze service quality using the SERVQUAL method in supporting motor vehicle credit sales at PT Mandiri Tunas Finance Pluit Branch. The SERVQUAL method is used to measure service quality based on five dimensions, namely Tangibles, Reliability, Responsiveness, Assurance, and Empathy. This study uses a quantitative research method with data collection conducted through questionnaires distributed to 50 respondents who are customers of PT Mandiri Tunas Finance Pluit Branch. The research data were analyzed using validity testing, reliability testing, analysis of the average perception and expectation scores, and SERVQUAL GAP analysis. The results showed that all questionnaire items were declared valid because the calculated r values were greater than the table r value, and reliable with a Cronbach's Alpha value greater than 0.60. Based on the SERVQUAL GAP analysis, all dimensions had positive GAP values, namely 0.05 for Tangibles, 0.03 for Reliability, 0.02 for Responsiveness, 0.05 for Assurance, and 0.04 for Empathy. These results indicate that the customers' perceived service quality was higher than their expectations, meaning that the services provided had met and slightly exceeded customer expectations. Overall, the service quality of PT Mandiri Tunas Finance Pluit Branch is considered good and can support the improvement of motor vehicle credit sales