<![CDATA[Perusahaan harus senantisa menjaga dan selalu meningkatkan kualitas produk dan layanan yang diberikan pelanggan agar bisa bertahan dari ketatnya persaingan. Perusahaan yang bergerak pada bidang jasa seperti restoran cepat saji harus senantiasa selalu menjaga kualitas pelayanan yang diberikan kepada pelanggannya. Pada penelitian ini mengambil studi kasus di restoran cepat saji M2M Indonesia fastfood cabang Sepanjang Sidoarjo. Penelitian ini menggunakan metode Service Quality dan Importance Performance Analysis. Teknik pengumpulan data pada penelitian ini dilakukan dengan cara menyebar kuisioner. Dalam kuisioner terdapat 24 atribut pertanyaan yang mencerminkan kualitas pelayanann. Yang selanjutnya dilakukan analisis dengan menggunakan metode Service Quality dan Importance Performance Analysis. Dari hasil perhitungan menggunakan metode servqual dari seluruh atribut penelitian didapatkan rata – rata total nilai persepsi pelanggan sebesar 4,116 dan rata – rata nilai harapan pelanggan sebesar 4,542 dan didapatkan nilai gap sebesar -0,426 yang artinya secara keseluruhan pelanggan belum puas terhadap kualitas pelayanan M2M cabang sepanjang Sidoarjo dan masih perlu banyak evaluasi dan perbaikan. Berdasarkan hasil pengolahan data didapatkan atribut yang mempunyai nilai gap terbesar dan masuk pada kuadran A pada diagram kartesius Importance Performance Analysis yaitu atribut (A18), (A8), (A4), (A7), (A11), (A5), (A9). Hasil penelitian berupa saran atau ususlan perbaikan terhadap atribut atribut yang menjadi prioritas perbaikan.ABSTRACTCompany to always maintain and always improve the quality of products and services provided by customers in order to survive the intense competition. Companies engaged in services such as fast food restaurants must always maintain the quality of service provided to their customers. In this study, we took a case study at a fast food restaurant M2M Indonesia fastfood branch throughout Sidoarjo. This research uses Service Quality and Importance Performance Analysis methods. Data collection techniques in this study were carried out by distributing questionnaires. In the questionnaire there are 24 attribute questions that reflect the quality of service. The next step is to analyze using the Service Quality and Importance Performance Analysis methods. From the results of calculations using the servqual method of all research attributes, the average total value of customer perception is 4.116 and the average value of customer expectations is 4.542 and the gap value is -0.426, which means that overall customers are not satisfied with the service quality of M2M branches throughout Sidoarjo. and still needs a lot of evaluation and improvement. Based on the results of data processing, the attributes that have the largest gap value and are included in quadrant A on the Cartesian Importance Performance Analysis diagram are attributes (A18), (A8), (A4), (A7), (A11), (A5), (A9). The results of the research are in the form of suggestions or suggestions for improvements to the attributes that are the priority for improvement.]]>
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