Henrawan, Asi (2026) Analisis Importance-Performance (IPA) dalam Meningkatkan Kinerja Layanan di Restoran Cepat Saji Hisana Fried Chicken Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to analyze service performance and identify service attributes that require priority improvement at Hisana Fried Chicken fast-food restaurant in Pekanbaru. Increasing competition in the fast-food industry requires companies to continuously improve service quality in order to meet customer expectations.This research employs a quantitative approach using a descriptive method. Data were collected through questionnaires distributed to customers of Hisana Fried Chicken Pekanbaru. The service quality variables were measured using the Quickserv model, which consists of four dimensions: physical environment, personal service, operations performance, and food quality. The collected data were analyzed using the Importance–Performance Analysis (IPA) method to determine the level of conformity between the importance and performance of services and to identify improvement priorities.The results indicate that, in general, service performance falls into the fairly good category. However, several service attributes still show gaps between the level of importance and performance. This study provides managerial implications for improving product quality control and service delivery in order to enhance customer satisfaction.

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