ANALYSIS OF TRAVEL UMRAH AR RAUDHAH SERVICE QUALITY USING THE IMPORTANCE PERFORMANCE ANALYSIS (IPA) APPROACH

Abstract

Financial services such as Travel dan KBIH through the Travel Umrah Ar Raudhah program are innovations from Sharia Travels to increase financial inclusion in rural areas, especially for people who have limited access to formal traveling services. This study aims to analyze the level of service quality of Travel Umrah Ar Raudhah in Karangmulya Village, Jamanis District, Tasikmalaya Regency based on five dimensions of service quality. This research method uses a quantitative approach with a case study method. Data collection was carried out by distributing questionnaires to 35 respondents who are users of Travel Umrah Ar Raudhah services. Data were analyzed using the Importance Performance Analysis (IPA) approach to assess the level of importance and level of performance towards the quality of service provided by Travel Umrah Ar Raudhah (Pesantren) to determine the level of customer satisfaction. The results of the calculation of the average importance obtained an average value of 101.4 while the level of performance was 99.6 and based on the gap analysis/difference between importance and performance there were 16 attributes that had negative values ​​which meant the level of customer satisfaction was in the less satisfied category so it needed to be improved.