Proposed Service Quality Improvement at Aya Travel using SERVQUAL Method and Importance Performance Analysis

. Intercity travel is a transportation service that facilitates movement between cities and cities. Aya Travel is here to facilitate transportation between Bandung and Depok. Aya Travel was established in 2005 with a fleet of 16 units. As time passes, there are travel competitors whose presence makes the sales of Aya travel departure tickets decline in 2016. This can be caused by the quality of other travel services being better than Aya Travel, so lately, people have switched from Aya Travel . The phenomenon is that what Aya travel consumers expect is not what they receive. Service quality measurement is carried out to respond to the above phenomenon using SERVQUAL. In the process, initial attributes from literature studies and Critical Incident Techniques were collected. After the attributes are collected, the questionnaire is distributed. The Factoring process is carried out to produce factors that are formed so that it is easier for Aya Travel to find out in which dimension it turns out that the quality of the service is inferior. After the SEVQUAL measurement process, an important Performance Analysis process was carried out to find improvement priorities from Aya Travel. The IPA method will map attributes into quadrants to produce priorities ranging from those that must be improved immediately to those that do not add value to the quality of Aya Travel's services. A Factor Analysis was produced from 22 attributes grouped into four factors, and it turned out that the display factor had the worst idea. The measurement of Aya travel service quality produces six attributes that need to be improved, which are those in the second quadrant ( Consternate here) in the IPA diagram. For the proposed improvement, a discussion was carried out with Aya Travel so that the improvement proposal could be under the opinions and input of Aya Travel.


INTRODUCTION
Over time, the city of Bandung was able to build its tourism industry so that it could be aligned with Yogyakarta and Bali.Tourism itself is one of the aspects that the Indonesian state can be proud of.There are many tourism destination areas, one of which is the city of Bandung.But one of the reasons people come to Bandung today is not only for tourism purposes.Many people come to Bandung to gain knowledge, considering the many prominent universities in Bandung.
The city of Depok actually has the attraction of its education sector, namely the What can be concluded from the demand data is that Aya Travel has a demand of around 2875 for a normal month, but there has been a decline even to touch 2700 in the last three months, namely March, April, and May.As a measure taken in response to this decline in ticket sales, several interviews and field studies were conducted and it was found that poor service quality was the cause of the problem.

METHODS
A preliminary interview showed that the quality of the service made some consumers finally choose other alternatives to travel to the city of Bandung.It is felt that Aya Travel needs to improve the quality of its services in order to maintain and improve its quality as a travel service.Service quality measurement is carried out at Aya Travel to help systematically measure the quality of service that consumers feel towards Aya Travel.
To reach this, two methods were chosen, namely the Service Quality and the Importance Performance Analysis method.The Service Quality (SERVQUAL) method itself is a method that evaluates how far the difference between what consumers feel and what consumers expect from the services they receive (Parasuraman, 1990).Ideally, the expectations of consumers should be the same as those promised and given by the company to consumers.Expectations themselves can be in the form of word-of-mouth information, personal needs, personal experiences, and promotions provided by the company.The advantage of this method compared to others is that the company can concentrate on the expectations of its customers so that it can provide services that are in accordance with consumer expectations.This research refers to journals written by Govender and Qi Pan ( 2011) who conducted a study on service quality measurement in intercity transportation in South Africa using the SERVQUAL method.
The second method is the Importance Performance Analysis (IPA) method, which is a method that identifies the weaknesses and advantages of a company based on two criteria, namely the level of importance of service quality (importance) and the level of performance of service quality (performance) used by consumers in making a decision (Martilla & James, 1977).The IPA method is expected to complement the SERVQUAL approach by determining the priority of proposed improvements.This research refers to a journal by Andre Luis in 2013, which researched the quality of services in intercity transportation in Brazil using the scientific method.
Furthermore, this study also uses an attribute collection technique developed by Gramler ( 2004), and a grouping of the selected attributes is carried out to make it easier to conclude using factor analysis according to Santoso ( 2002)

DISCUSSION
Attribute collection interviews with CIT were conducted with ten initial respondents, which then resulted in attribute interpretation.Interviews were conducted with the following three respondents.However, because the experience had been repeated and did not produce new attributes, the respondents' interviews stopped at the thirteenth respondent.The following are the initial attributes of measuring the quality of Aya travel services from Govender and Qi Pan and attributes from CIT.
Then, a questionnaire was prepared to be disseminated, and information related to measuring the quality of Aya travel services.The preparation of this Questionnaire consists of two parts: the first part is the respondent's profile, and the second is related to questions about measurement attributes.The second part is a question related to attributes for measuring service quality from Aya Travel.This second part contains 22 questions drawn from 22 previous measurement attributes.The questionnaire in part two references a questionnaire from Tjiptono (2016), where part two is a questionnaire related to three aspects.The following are the three aspects measured in part two: the level of Importance, the level of Expectations, and the level of Perception.The assessment was carried out for the second part of the questionnaire using the Likert scale, which is an attitude scale with a value of 1 to 6. November 2016.The method was determined using probability sampling, namely simple random sampling.According to Sekaran (2000), determining a good sample is five to ten times the number of measurement attributes.Because the number of attributes is 22, the number of sound samples is 110 (5x22) to 220 (10x22).In this study, up to 120 samples will be collected.
The following is the data from the recapitulation of respondent profiles.This result shows that students from the cities of Depok and Bandung play a vital role in the entry or sale of Aya Travel tickets.Furthermore, factor analysis is carried out to prevent variables from being used regarding whether or not they are included in the factors formed; the researcher will carry out a rotation process on the factors formed to clarify the position of the variable that will be included in one factor or another.In the process of assessing feasible variables, often referred to as validity tests, Santoso (2009)    The positive extreme value is found in the A-9 measurement attribute with a value of 0.625 and the A-8 attribute with a value of 0.392.The measurement data also shows the range from the smallest value -4,075 to 0,325.The information obtained after that is the average of each.Each expected value was 5.18, the perceived average value was 3.98, and the average value was -1.173.This shows that consumers are still not satisfied with the service from Aya Travel overall.The quadrant of science, while the value of importance (Importance) will be used as the Y axis.What needs to be done next is to determine the intersection point so that the matrix can be divided into four quadrants.In this study, the priority of improvement is carried out in quadrant two, namely Concentrate here.
Then, it is necessary to discuss the Anti-Image Correlation of the measurement instrument variable on the MSA number in each diagonal column, showing the correlation number in the diagonal direction from the top left to the bottom right.Each MSA number in each variable has a value above 0.5.In other words, the 22 variables of the Aya travel service quality measurement instrument can be further analyzed and said to be valid.The variables are then grouped into four or five factors.The decision on the number of factors formed is obtained by analyzing the diversity of variables in the factors concerned.In the table of matrix component components, the attributes enter the factor by indicating the most significant factor loading number above 0.5, where the minus sign "-" indicates the direction of the correlation.The results showed that the selected one and the forming factor had similarities between the attributes of factor 4. The researcher will average the overall score results to the number of samples sought.The SERVQUAL score value is obtained by subtracting the average value of the measurement attribute perceived by consumers from the average value of the measurement attribute expected by the consumer.The SERVQUAL score will then show which attributes of Aya Travel consumers are still dissatisfied with.Measuring the overall quality of Aya Travel's services can be done by calculating the average of the overall SERVQUAL score.

Figure 1 .
Figure 1.Science Quadrant location of the University of Indonesia (except for the Faculty of Medicine, Faculty of Dentistry, and several Postgraduate programs).For Depok city residents, before there was an intercity travel service that is open in the city of Depok, Depok city residents had to travel to the city of Bandung, the closest to the city of Jakarta, or use a bus.Some people then saw an opportunity to open a travel service in the city of Depok.Travel services in Depok City with the famous Bandung destination, one of which is Aya Travel.Aya Travel has been established since 2005.In terms of marketing strategy, it is known that Aya travel actually already has a clear target market, namely the residents of Depok.Many people choose to use Aya Travel because of its location in the heart of Depok City, namely on the protocol road, Jalan Margonda.Until now, in 2016 in Depok City, there are six alternatives for Depok City residents to go to the city of Bandung, namely by usingMGI Bus, Sararrea Travel, DoorToDoor Travel, Baraya   Travel, Aya Travel, andprivate transportation.Based on interviews with the owner of Aya Travel, the travel party has received a lot of input from consumers.The input was well received by the management, but what needs to be known is that the countermeasures carried out by Aya Travel are not necessarily in accordance with what is expected by every Aya Travel consumer.If the quality of service from Aya Travel is not improved, there is a possibility that consumers will no longer use Aya's services and use other alternatives.

Table 1 . Service Quality Measurement Attributes
Aya Travel, whose number cannot be determined.Therefore, the researcher determined the population in this study, namely Aya Travel consumers, from October 2016 to

Table 2 . Respondent Profile Data
said that some of the parameters that need to be met in this validity test include the values of the Kaisser-Meyer-Olkin Measure of Sampling, the Signification Barlett's Test of Sphericity, and the Measure of Sampling Adequacy.The following is a table of KMO and Bartlett's Test of tests against measuring instruments.