ANALISIS KUALITAS PELAYANAN BUS DENGAN METODE SERVQUAL DAN IMPORTANCE PERFORMANCE ANALYSIS

This research conducted to evaluate the quality service of PO Gunung Harta Transport Solutions (GHTS) On the Malang-Denpasar route by comparing costumer's perception and hope using Service Quality (SERVQUAL) and Importance Performance Analysis (IPA) methods. This quantitative research employs a descriptive approach with primary data collected through questionnaries distributed to 68 respondents who used the Executive class service of PO Gunung Harta. The questionnarie was developed based on the five SERVQUAL dimensions : tangibles, reliability, responsiveness, assurance, and empathy.The results of the analysis show that most service attributes still have a negative gap between customer perceptions and expectations, which indicates that the quality of service has not yet fully met customer expectations.The highest performance was observed in the assurance and empathy dimensions, while the largest gaps were found in tangibles and responsiveness. The IPA results indicate that attributes such as waiting area cleanliness, bus facility conditions, and the availability of power outlets and toilets should be prioritized for improvement. Meanwhile, staff friendliness, travel safety, and schedule accuracy has met customer expectations and should be maintained. Overall, this research demonstrates that the combination of the SERVQUAL and IPA methods able to provide a comprehensive understanding of service quality