Analisis Kualitas Pelayanan terhadap Kepuasan Mahasiswa pada Jurusan Administrasi Bisnis Politeknik Negeri Manado

Abstract

This study aims to analyze service quality and its relationship with student satisfaction in the Department of Business Administration, Business Management Study Program, Manado State Polytechnic, using the Service Quality (SERVQUAL) approach. A quantitative descriptive-survey design was employed. Data were collected through questionnaires distributed to 60 students selected using accidental sampling. The research instrument consisted of 55 indicators covering 11 SERVQUAL dimensions: reliability, responsiveness, competence, access, courtesy, communication, credibility, security, empathy, tangibles, and assurance. Data were analyzed by comparing perception and expectation scores, calculating the conformity level and SERVQUAL gap, and mapping service attributes using a Cartesian Diagram. The results showed an average perception score of 3.08 and an expectation score of 4.65, resulting in a gap of -1.56. All dimensions recorded negative gaps, with access showing the largest gap (-1.75) and identified as the primary priority for improvement. The Cartesian Diagram placed access in Quadrant I; reliability, competence, credibility, security, and assurance in Quadrant II; responsiveness and communication in Quadrant III; and courtesy, empathy, and tangibles in Quadrant IV. The findings indicate that service quality improvement should focus on accessibility, responsiveness, communication, information security, and service consistency. This study provides a basis for evaluating and continuously improving service quality and student satisfaction.