DETERMINANT OF COFFE SHOP SERVICE QUALITY IN THE NEW NORMAL ERA, EMPIRICAL EVIDENCE FROM DENPASAR CITY

Abstract

ABSTRAKPertambahan jumlah coffee shop di kota Denpasar dan  keluhan terkait pelayanan coffee shoP di Kota Denpasar menjadi alasan penelitian ini dilakukan. Perbedaan tujuan mengunjungi coffee shop, melahirkan harapan yang berbeda. Memahami kemampuan pelayanan coffee shop   dalam memenuhi harapan pengunjung merupakan tujuan penelitian ini. Pendekatan kualitas diterapkan untuk mengeksplorasi faktor-faktor mendasar persepsi kualitas pelayanan coffe shop di Kota Denpasar.  Seratus pengunjung dilibatkan sebagai responden untuk mengukur kualitas pelayanan coffe shop. Hasil analisis Faktor menunjukkan bahwa Lingkungan pisik menyumbangkan variasi terhadap variasi kualitas  yang terbesar, disusul oleh  reliabilitas, kepastian, daya tanggap dan empati. Temuan penelitian ini merekomendasikan investor agar meletakkan perbaikan aspek pisik dalam prioritas utama, pemilihan lokasi yang strategis, kemudahan pembayaran, dan perhatian dan keramahan karyawan perlu ditingkatkan melalui pelatihan kompetensi untuk membangun sikap kerja yang sesuai. Kata Kunci: kualitas, lingkungan pisik pelayanan, keandalan, daya tanggap, kepastian , empati. ABSTRACTIncreasing number of coffee shop    s operating during the Pandemy   in Denpasar City is the main reason of the present study. There  is number coffee shop    s available, while on the other hand Government regulation limited operating hours and capacity utilization which insist them to manage product and service delivery properly  to their prospective custumer. Preliminary study uncovered  that  some areas dont meet customer expectancy such as waiter service behavior and appearance. The present study objective is exploring the fundamental factors that construct the  quality of coffe shop in Denpasar area based on data accumulated from 100 coffe shop visitos. The result confirmed  that  dimensions of tangibility, reliability , responsiveness; assurance and empathy significantly explained variance of coffee shop     quality. The Implication of the research finding is that  investor  have to put physical aspect improvement  on the first priority to build positive consumer quality perception, chose strategic location, employ non cash payment method, and keep on improving cleanliness as well as  train the employees to internalize hospitality attitude properly. Keywords: physical evidence, reliability, responsiveness, assurance, and empathy.