ANALISIS KUALITAS PELAYANAN TERHADAP EFEKTIVITAS REBRANDING PASAR RAKYAT “KLOJEN NIKMAT” DI KOTA MALANG

LOBE, ADONIS FATSUN VIA (2026) ANALISIS KUALITAS PELAYANAN TERHADAP EFEKTIVITAS REBRANDING PASAR RAKYAT “KLOJEN NIKMAT” DI KOTA MALANG. Masters thesis, Institut Teknologi Nasional Malang.

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Abstract

ix ABSTRACT Adonis Fatsun Via Lobe, 2026, Service Quality Analysis of Rebranding Effectiveness Traditional Market “Klojen Nikmat" in Malang City. Thesis, Industrial Engineering Program Study, Postgraduate ITN Malang, Advisors: (I) Prof. Dr. Ir. Julianus Hutabarat, MSIE. (II) Dr. Dimas Indra Laksamana, ST., MT. Pasar Klojen has been designated as one of the markets prioritized for rebranding by the Malang City Government. The “Klojen Nikmat” rebranding initiative aims to introduce a new market identity that is more orderly, clean, visitor-friendly, and representative of Malang’s distinctive culinary marketplace. This rebranding process emphasizes not only visual changes or implementation of thematic activities, but also improvements service quality as an essential component of visitor experience. Service quality encompassing the dimensions of tangibles, reliability, responsiveness, assurance, and empathy, a key factor in determining the effectiveness of rebranding. This study employs a qualitative research method with a descriptive analytical approach.. Accordingly, the study seeks to develop an in depth understanding of the phenomenon through direct engagement with the subjects and context examined. The objectives of this study are to assess service quality, effectiveness analyze of the rebranding of traditional market, and examine the influence of service quality on the effectiveness of “Klojen Nikmat” traditional market rebranding. Based on the research results, it was found that: (1) service quality has not fully met customer expectations, although most attributes demonstrate reasonably good performance. A service gap persists between customers’ perceived performance and expectations across several service indicators, indicating the need for targeted quality improvements; and (2) service quality issues are shaped by several principal factors, including human resources (limited training and responsiveness), facilities and infrastructure (particularly limited parking), service procedures (suboptimal operational standards and complaint handling systems), and communication (customer feedback). These issues are systemic and interrelated. Keywords: Traditional Market, Rebranding, Service Quality. ABSTRAK Adonis Fatsun Via Lobe, 2026, Analisis Kualitas Pelayanan Terhadap Efektivitas Rebranding Pasar Rakyat “Klojen Nikmat” di Kota Malang. Tesis, Program Studi Teknik Industri, Program Pascasarjana ITN Malang, Pembimbing: (I) Prof. Dr. Ir. Julianus Hutabarat, MSIE. (II) Dr. Dimas Indra Laksamana, ST., MT. Pasar Klojen menjadi salah satu pasar yang diprioritaskan untuk dilakukan rebranding oleh Pemerintah Kota Malang. Rebranding “Klojen Nikmat” bertujuan memperkenalkan identitas baru pasar yang lebih tertata, bersih, ramah pengunjung, dan representatif sebagai pasar kuliner khas Malang. Proses rebranding ini tidak hanya menekankan pada perubahan visual atau pelaksanaan kegiatan tematik, tetapi juga pada peningkatan kualitas pelayanan sebagai bagian penting dari pengalaman pengunjung. Kualitas pelayanan yang baik meliputi aspek bukti fisik, keandalan, daya tanggap, jaminan, dan empati menjadi faktor kunci dalam menentukan efektivitas rebranding. Pendekatan menggunakan metode penelitian kualitatif dengan pendekatan analisis deskriptif, yaitu menggambarkan secara sistematis dan faktual mengenai fenomena yang diteliti berdasarkan data di lapangan. Dengan demikian, penelitian ini berupaya memahami fenomena secara mendalam melalui interaksi langsung dengan subjek dan konteks yang diteliti. Tujuan dari penelitian ini adalah untuk mengetahui kualitas pelayanan, menganalisis tingkat efektivitas rebranding Pasar Rakyat, dan pengaruh kualitas pelayanan terhadap efektivitas rebranding Pasar Rakyat “Klojen Nikmat”. Berdasarkan dari hasil penelitian, diperoleh (1) kualitas pelayanan pasar belum sepenuhnya memenuhi harapan pelanggan, meskipun sebagian besar atribut menunjukkan kinerja yang cukup baik. Masih terdapat kesenjangan (GAP) antara persepsi kenyataan dan harapan pelanggan pada beberapa indikator pelayanan, yang menunjukkan perlunya peningkatan kualitas secara terarah (2) permasalahan kualitas pelayanan dipengaruhi oleh beberapa faktor utama, yaitu faktor sumber daya manusia (kurangnya pelatihan dan responsivitas), faktor sarana dan prasarana (terutama keterbatasan parkir), faktor prosedur layanan (belum optimalnya standar operasional dan sistem pengaduan), serta faktor komunikasi (kurangnya mekanisme umpan balik pelanggan). Permasalahan tersebut bersifat sistemik dan saling berkaitan. Kata kunci: Pasar Tradisional, Rebranding, Service Quality.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Keywords: Traditional Market, Rebranding, Service Quality.
Subjects:	Engineering > Industrial Engineering
Divisions:	Program Pasca Sarjana > Teknik Industri S2 > Teknik Industri S2(Tesis)
Depositing User:	Adonis Fatsun Via Lobe
Date Deposited:	22 Jul 2026 04:29
Last Modified:	22 Jul 2026 04:29
URI:	http://eprints.itn.ac.id/id/eprint/16290

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