DESIGN OF KEY PERFORMANCE INDICATORS OF SUPER INDO SUPERMARKET DAGO BANDUNG
FINAL PROJECT
By Aziza Iskandar 19004013
Undergraduate Program School of Business and Management Institut Teknologi Bandung 2007
ABSTRACT
High competition in retail industry requires companies to have a high competitiveness in their performance. They must have a value added in the customers’ point of view to lead this competition. They must also have a good service quality to their customers as one of the key success factor in this industry. This Final Project focuses on analysis of determining performance of the retail company, with Superindo Supermarket Dago, Bandung as a research object. Methods that are used to determine key performance indicators in the Superindo Supermarket Dago Bandung are SERVQUAL, Factor Analysis, and Importance Performance Analysis (IPA). Based on the analysis and research study can be found attributes and variables that needs to be improved of Superindo, includes products price, completeness of product, supermarket layout ease the customer to shop, appropriate restaurant available, and products are cheap. There are also variables that should be maintained to make Superindo lead in the competitive market, includes fresh products is in good condition, enough parking space, product quality is equal to the value of money spent, comfortable purchasing area, cashier serves quickly and accurately, queuing line for paying is in order, secure parking area, cheap parking cost, easily to access by public transportation, complete ATM facility, store’s operation time fulfills customer’s needs, customer complains service available, and employees’ serves with hospitality.
Key words: Service Quality, SERVQUAL, Importance Performance Analysis, Key Performance Indicator.
ii
ABSTRAK Persaingan yang ketat dalam industri retail mengharuskan perusahaanperusahaan dalam industri ini untuk mempunyai daya saing tinggi dalam kinerjanya. Mereka harus mempunyai keunggulan di mata pelanggan untuk dapat memimpin dalam persaingan ini. Mereka juga harus dapat memberikan kulaitas pelayanan yang baik pada pelanggannya. Kualitas pelayanan adalah salah satu kunyi kesuksesan dalam industri ini. Untuk memimpin dalam persaingan ini juga perlu diketahui faktor-faktor yang mempengaruhi kinerja perusahaan retail, dalam kasus ini adalah Superindo Supermarket Dago Bandung. Metode yang digunakan dalam mengetahui key performance indicators di Superindo Supermarket Dago Bandung adalah SERVQUAL, Analisis Faktor dan Importance Performance Analysis (IPA). Dari analisis dan interpretasi yang telah dilakukan didapati beberapa variabel dan atribut yang memerlukan perbaikan oleh Superindo, diantaranya adalah mengenai harga barang, kelengkapan produk, fasilitas lain di sekitar toko dan variabelvariabel lainnya yang harus ditingkatkan. Jadi untuk meningkatkan kinerja Superindo Supermarket Dago Bandung, ada beberapa key performance indicator yang harus dipertimbangkan. Variabel key perfromance indicator itu diantaranya adalah Barang yang tersedia lengkap, Lay out tempat memudahkan pelanggan, Tersedianya tempat makan/ restoran yang baik di sekitar supermarket, dan Harga barang murah. Ada pula variable-variabel yang harus dipertahankan kinerjanya agar Superindo dapat memimpin dalam persaingan industri ini. Variabel-variabel tersebut adalah Fresh products yang tersedia dalam kondisi segar, Tersedianya tempat parkir, Kualitas produk sesuai dengan nilai uang, Tempat berbelanja nyaman, Kasir melayani dengan cepat dan tepat, Antrian saat pembayaran teratur, Tempat parkir yang tersedia aman, Biaya parkir murah, Terjangkau oleh kendaraan umum dengan mudah, Kelengkapan Fasilitas ATM, Jam buka toko sesuai kebutuhan pelanggan, Tersedia layanan komplain pelanggan, dan Karyawan ramah dalam melayani. Kata kunci: Kualitas pelayanan, SERVQUAL, Importance Performance Analysis, Key Performance Indicators.
iii
VALIDATION PAGE
DESIGN OF KEY PERFORMANCE INDICATORS OF SUPER INDO SUPERMARKET DAGO BANDUNG
By Aziza Iskandar 19004013
Undergarduate Program School of Business and Management Institut Teknologi Bandung
Validated by
Dr. Ir. Dermawan Wibisono, M.Eng
iv
FOREWORD
Thanks to Allah SWT for all his blessings so that I can finish this Final Project with the title “Design of Key Performance Indicator of Super Indo Supermarket Dago Bandung” right on time with help from many people. Even though this Final Project is done between a full schedules lectures, but writing this final project has made me learn a lot of new things. In writing it I have a chance to analyze and make decisions with my limited abilities.
The finishing of this Final Project involves a lot of help from many people, so in this occasion, I want to thank to: 1. My Supervisor and counselor, Dr. Ir. Dermawan Wibisono, M.Eng, which has guided me in writing this Final Project with patience without losing my own creativity and also has widened my knowledge. 2. My academic counselor, Arson Aliludin, which has given a lot of advices during my studies at SBM ITB. 3. Head of Study Program SBM ITB and the lecturers and tutors in SBM ITB which has supported me with knowledge and skills through the study that I have had in SBM ITB. 4. Store Manager of Super Indo Supermarket Dago Branch, Bandung, Budi Setiono and all his staffs, that has gave me a chance to do my research there and helped me through the research. 5. My family, Mama, Papa, Abang and all my cousins that have give a lot of support and prayers during the finishing of this Final Project. I love you all. 6. My friends and second family at Kanayakan Baru 42, Putri, Andin, Kak Sondang, Kak Dian, Kak Ocha, Kak Mella, Maia, and everyone that has supported all my efforts during the finishing of this final project and also cheered me up when I am down. Thanks a lot guys. 7. My SBM friends, especially my friends under one supervisor, Dzanny, Pepe, Bagus, Bayu, Tanto and everyone whom I can not mention one by v
one, thanks for the support and the good friendship that we have had during these three years, I hope our friendship will last forever.
Bandung, July 2007
Writer
vi
TABLE OF CONTENTS Abstract ................................................................................................... ii Abstrak .................................................................................................... iii Validation Page ....................................................................................... iv Foreword ................................................................................................. v Table of Contents .................................................................................... vii List of Figures ......................................................................................... ix List of Tables........................................................................................... x List of Appendixes .................................................................................. xi Chapter I Introduction ............................................................................. 1 1.1 Problem Background............................................................. 1 1.2 Problem Identification........................................................... 3 1.3 Methodology ......................................................................... 3 1.4 Expected Result..................................................................... 3 Chapter II Theoretical Foundation .......................................................... 5 2.1 Retail ..................................................................................... 5 2.2 Service................................................................................... 5 2.3 Service Quality...................................................................... 6 2.4 Importance Performance Analysis ........................................ 8 Chapter III Methodology......................................................................... 11 Chapter IV Data Analysis ....................................................................... 13 4.1 Company Profile ................................................................... 13 4.2 Organizational Structure ....................................................... 14 4.3 Questionnaire Design ............................................................ 17 4.4 Validity and Reliability Test ................................................. 18 4.5 Analysis and Questionnaire Result Interpretation................. 19 4.6 Benchmarking Key Performance Indicator with Other Retail Company..................................................................... 20 4.7 Demographic Questions Analysis ......................................... 20 4.7.1 Gender, Age, Occupation, Income per Month and Education Background ........................................................................... 20 vii
4.7.2
Respondents’
Shopping
Frequency
in
Superindo
Supermarket Dago................................................................. 23 4.8 Factor Analysis...................................................................... 23 4.9 Importance Performance Analysis Value.............................. 25 4.9.1 IPA Value of Tangibles Variable ........................... 28 4.9.2 IPA Value of Reliability Variable.......................... 31 4.9.3 IPA Value of Responsiveness Variable ................. 33 4.9.4 IPA Value of Assurance Variable .......................... 35 4.9.5 IPA Value of Empathy Variable ............................ 35 4.10 Comparison with Previous Research................................... 37 Chapter V Conclusion and Recommendation ......................................... 39 5.1 Conclusion............................................................................. 39 5.2 Recommendation................................................................... 40 References ............................................................................................... 42 Appendixes.............................................................................................. 43
viii
LIST OF FIGURES Figure 2.1 IPA Diagram .......................................................................... 9 Figure 3.1 Research Flow Chart Diagrams ............................................. 11 Figure 4.1 Organizational Structure of Superindo Supermarket Dago Bandung .................................................................................................. 16 Figure 4.2 Genders, Age, Occupation, Income per Month and Education Background of Respondents.................................................................... 22 Figure 4.3 Shopping Frequency in Superindo Dago ............................... 23 Figure 4.4 IPA Matrix ............................................................................. 27 Figure 4.5 IPA Matrix Tangibles Variable.............................................. 29 Figure 4.6 IPA Matrix Reliability Variables........................................... 31 Figure 4.7 IPA Matrix Responsiveness Variables .................................. 33 Figure 4.8 IPA Matrix Assurance Variables ........................................... 35 Figure 4.9 IPA Matrix Empathy Variables ............................................. 36
ix
LIST OF TABLES Table 2.1 SERVQUAL Dimensions ....................................................... Table 4.1 General Variables.................................................................... Table 4.2 Customer’s Variable................................................................ Table 4.3 MSA Comparison.................................................................... Table 4.4 SERVQUAL Variables ........................................................... Table 4.5 IPA Variable Value ................................................................. Table 4.6 IPA Value of Tangibles Variable............................................ Table 4.7 IPA Value of Reliability Variable........................................... Table 4.8 IPA Value of Responsiveness Variable .................................. Table 4.9 IPA Value of Assurance Variable ........................................... Table 4.10 IPA Value of Empathy Variable ........................................... Table 4.11 Comparison of Research Result ............................................
6 17 18 24 26 26 29 31 33 35 36 38
x
LIST OF APPENDIXES Questionnaire Questionnaire Data SPSS- Reliability Test Result SPSS- Validity Test Result SPSS- Factor Analysis Result
xi
