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1 BAB I PENDAHULUAN 1.1 Latar Belakang Penelitian Dimasa BAB I PENDAHULUAN 1.1 Latar Belakang Penelitian Dimasa modern seperti saat ini, tidak bisa dipungkiri bahwa maraknya teknologi yang sangat canggih yang beredar di masyarakat. Komunikasi merupakan suatu hal yang sangat penting yang dianggap mampu membantu hidup manusia. Sejak ditemukannya alat komunikasi, kegiatan dan gerak hidup manusia menjadi lebih mudah dan terasa dekat. Dengan harapan terjalin koordinasi yang baik ditubuh organisai atau perusahaan dengan tujuan untuk menghasilkan produk yang diinginkan dan dibutuhkan oleh pasar yang dituju dan bersaing untuk menjadi salah satu perusahaan yang memiliki produk dengan kualitas dan serta penjualan yang baik. Dalam melakukan kegiatan pemasaran suatu perusahaan memiliki beberapa tujuan yang hendak dicapai, baik tujuan jangka pendek maupun tujuan jangka panjang. Dalam jangka pendek biasanya untuk merebut hati konsumen terutama untuk produk yang baru diluncurkan. Sementara dalam jangka panjang dilakukan untuk mempertahankan produk yang sudah ada agar tetap eksis. Perkembangan dunia bisnis salah satunya adalah dunia industri, di Indonesia dari masa ke masa terasa semakin kompetitif, sehingga menimbulkan persaingan yang ketat dengan perusahaan-perusahaan yang berkecimpung dalam bidang yang sama. Hal ini menuntut para pelaku bisnis untuk mengeluarkan segala kemampuan yang mereka miliki agar dapat bersaing di pasaran dunia usaha 1 2 dan berlomba-lomba untuk dapat menawarkan berbagai fasilitas dan kualitas pelayanan sebaik mungkin untuk memberikan nilai tambah pada perusahaan tersebut sehingga dapat bertahan di tengah persaingan yang ketat dan tetap menjaga kualitas serta menjadikan pilihan yang utama bagi konsumen. Oleh karena itu penulis tertarik meneliti masalah kualitas pelayanan, dengan adanya kualitas pelayanan yang baik di dalam suatu perusahaan, akan menciptakan kepuasan bagi para konsumennya. Setelah konsumen merasa puas dengan produk atau jasa yang diterimanya, konsumen akan membandingkan pelayanan yang diberikan. Apabila konsumen merasa benar-benar puas, mereka akan membeli ulang serta memberi rekomendasi kepada orang lain untuk membeli di tempat yang sama. Oleh karena itu, perusahaan harus memulai memikirkan pentingnya pelayanan pelanggan secara lebih matang melaui kualitas pelayanan, karena kini semakin disadari bahwa pelayanan (kepuasan pelanggan) merupakan aspek vital dalam rangka bertahan dalam bisnis dan memenangkan persaingan. Secara umum, memahami kualitas pelayanan, maka perlu diperkenalkan dimensi utama pengukur kualitas pelayanan jasa, yaitu keandalan (reliability), daya tanggap (responsiveness), jaminan (assurance), empati (empathy), dan bukti fisik (tangibles). Kualitas pelayanan merupakan suatu bentuk penilaian konsumen terhadap tingkat layanan yang diterima dengan tingkat layanan yang diharapkan. Dampak positif dari pelayanan yang baik akan meningkatkan kepuasan dan kesetiaan pelanggan serta keinginan untuk melakukan pembelian kembali dan hal ini sudah 3 pasti akan meningkatkan volume penjualan. Maka kunci utama dalam menjalankan perusahaan ini adalah kualitas pelayanan yang secara otomatis terkait langsung dengan kepuasan pelanggan. Sedangkan hasil wawancara sementara dilakukan kepada satu orang pelanggan PT IQOO Vivo Kalimantan, dimana dimensi kualitas pelayanan dari segi reliabilitas (reability) pelayanannya dinilai kurang terkadang pengiriman barang tidak tepat waktu dan tidak sesuai dengan barang yang di order. Dari dari segi daya tanggap (responsiveness) pelayanan dinilai kurang cepat dalam merespon pelanggan yang datang, segi jaminan (assurance) pelanggan juga menilai pelayanan kurang dimana terkadang pihak PT IQOO Vivo Kalimantan dalam memberikan tanggapan atas komplen agak lambat kadang harus di komplen berkali-kali, dari segi empati (emphaty) pelanggan juga menilai pelayanan kurang ramah dinama karyawan hanya menanyakan keperluan tanpa menyapa terlebih dahulu, dan dari segi bukti fisik (tangible) ruang tempat pelayanan cukup memberikan kenyamanan kepada pelanggan akan tetapi pada meja karyawan banyak dijumpai kertas-kertas yang masih berserakan membuat tempat pelayanan terlihat kurang nyaman dan berantakan. Berdasarkan penjelasan di atas dapat diketahui bahwa peran kualitas pelayanan sangat penting bagi sebuah perusahaan, dengan kata lain kualitas pelayanan adalah ujung tombak bagi sebuah perusahaan. Semakin dinamisnya dunia pemasaran, serta mengingat penduduk Indonesia konsutif maka menjadi sasaran “empuk’’ para pebisnis untuk menawarkan dan menjual produk ataupun jasanya untuk mencapai profit yang maksimal. Mereka juga menyadari bahwa 4 keuntungan semata tidaklah cukup untuk dapat bertahan dalam persaingan bisnisnya, maka berbagai cara dilakukan untuk dapat mempertahankan pangsa pasar dan kelanjutan bisnisnya. Oleh karena itu, Vivo adalah salah satu competitor smartphone yang sampai sekarang terus melakukan terobosan untuk produknya. Kualitas produk merupakan pemahaman bahwa produk yang di tawarkan oleh penjual mempunyai nilai jual yang tidak dimiliki produk pesaing dan pentingnya kualitas produk yang dirasakan konsumen akan memepengaruhi dalam keputusan pembelian. Oleh karena itu perusahaan memfokuskan pada kualitas produk. Akan tetapi, suatu produk dengan menampilkan terbaik atau bahkan dengan tampilan lebih baik bukan merupakan produk dalam kualitas terbaik jika tampilan nya bukan lah yang dibutuhkan dan diinginkan pasar. Menurut Kotler (2015: 49) “kualitas produk adalah keseluruhan ciri serta dari suatu produk atau pelayanan pada kemampuan untuk memuaskan kebutuhan yang dinyatakan atau tersirat”. Hal yang menunjukkan bahwa produk yang diterima oleh konsumen adalah produk yang kualitasnya dapat memuaskan kebutuhan konsumen, di mana kualitas produk akan berperan dalam meyakinkan para konsumen dalam keputusan pembelian. Smartphone Vivo adalah salah satu merek handphone yang berasal dari negara China yang sudah masuk ke Indonesia. Alasan memilih perusahaan Vivo Smarphone sebagai tempat untuk melakukan penelitian karena Smartphone Vivo suatu produk yang baru saja muncul di Indonesia. Persaingan di dunia teknologi yang semakin lama kian menarik dan Smartphone Vivo salah satu pabrikan 5 Smartphone yang namanya sudah mulai dikenal dikalangan masyarakat khususnya di Kalimantan. Selain itu lokasi perusahaan Smartphone Vivo yang terletak di daerah Jalan A. Yani Km. 2 No 11C Banjarmasin merupakan daerah yang padat dan sering dilalui banyak kendaraan dan masyarakat. Smartphone Vivo tidak dalam posisi teratas dalam jumlah penjualan dikarenakan ketatnya persaingan yang terjadi di era smartphone. Untuk dapat meningkatkan penjualan Smartphone Vivo harus lebih memperhatikan strategi untuk dapat meningkatkan penjualan terutama masalah pelayanan dikarenakan pelayanan yang pertama kali bersentuhan langsung dengan pelanggan. Berikut adalah tabel mengenai merek dan domisili perusahaan kompetitor dari tiga smartphone android yang paling dominan: Tabel 1.1 Data kompetitor yang ada di Banjarmasin. No Merk Alamat Kantor 1 Samsung Jl. Jend Ahmad Yani Km 5,8 No. 9 RT 1 Banjarmasin. 2 Oppo Jl. Perintis Kemerdekaan No. 45 Pasar Lama Banjarmasin. 3 Xiaomi Jl. Jend Ahmad Yani Km 1 No 39B Banjarmasin. Sumber: PT IQOO Vivo Kalimantan Oleh karena itu, PT IQOO Vivo Kalimantan memfokuskan pada kualitas pelayanan yang terbaik terhadap setiap konsumen yang datang langsung ke dealer. Hal ini dilakukan agar mampu bersaing serta lebih unggul dibadingkan kompetitor lainnya. Sehingga dapat menjadi pertimbangan konsumen karena kualitas pelayanan secara tidak langsung menjadi marketing terbaik yang mampu membuat konsumen kembali lagi dan selalu terus menggunakan produk 6 PT IQOO Vivo Kalimantan, dengan tujuan utama keberhasilannya adalah konsumen merasa mendapatkan kepuasan serta menimbulkan minat untuk membeli kembali (rebuying) kedepannya dan menjadi regular customer. Dengan semakin meningkatnya persaingan yang ada, perusahaan harus mengetahui faktor-faktor yang mempengaruhi volume penjualan agar dapat melakukan perbaikan dan inovasi yang dibutuhkan, untuk mengantisipasi terjadinya penurunan, sehingga dapat meningkatkan volume penjualan. Berikut ini adalah tabel data penjualan PT IQOO Vivo Kalimantan tahun 2015 sampai tahun 2017. Tabel 1.2 Harga serta fitur yang ditawarkan Smartphone Vivo dan kompetitor Front Screen Internet Model Price RAM ROM Rear Camera Camera size connection Vivo V7 3.599.000,00 4 32 24 MP 16 MP 5'7 4G Vivo V7+ 4.299.000,00 4 64 24 MP 16 MP 6'0 4G Vivo Y53 1.799.000,00 2 16 5 MP 8 MP 5'0 4G Vivo Y65 2.299.000,00 3 16 5 MP 13 MP 5'5 4G Vivo Y69 2.599.000,00 3 32 16 MP 13 MP 5'5 4G Oppo A37 1.799.000,00 2 16 5 MP 8 MP 5'0 4G Oppo A71（2017) 1.999.000,00 2 16 5 MP 13 MP 5'2 4G Oppo A71（2018) 1.999.000,00 3 16 5 MP 13 MP 5'2 4G Oppo A71（3G） 2.399.000,00 3 32 5 MP 13 MP 5'2 4G Oppo A83 2.999.000,00 4 32 8 MP 13 MP 5'7 4G Oppo F5 3.999.000,00 4 32 20 MP 16 MP 6'0 4G Oppo F5 Pro 5.199.000,00 6 64 20 MP 16 MP 6'0 4G Oppo F5 Youth 3.599.000,00 3 32 16 MP 13 MP 6'0 4G Xiaomi Mi A1 2.799.000,00 4 64 5 MP 12 MP+12MP 5'5 4G Redmi 4A 1.499.000,00 2 16 5 MP 13 MP 5'0 4G Redmi Note 4 2.199.000,00 4 64 5 MP 13 MP 5'5 4G Samsung J2 Prime 1.599.000,00 1,5 8 5 MP 8 MP 5'0 4G Samsung J3 Pro 2.399.000,00 2 16 5 MP 8 MP 5'0 4G Samsung J5 Pro 3.399.000,00 3 32 13 MP 13 MP 5'2 4G Samsung J7 Plus 4.799.000,00 4 32 16 MP 13 MP+5 MP 5'5 4G Samsung J7 Prime 3.099.000,00 3 32 8 MP 13 MP 5'5 4G Samsung J7 Pro 3.899.000,00 3 32 13 MP 13 MP 5'5 4G Samsung S9 10.999.000,00 4 64 8 MP 12 MP 5'8 4G Sumber: PT IQOO Vivo Kalimantan 7 Tabel 1.3 Data penjualan tiga tahun terakhir untuk produk Smartphone Vivo Penjualan No Tahun Target Realisasi Presentase (Unit) (Unit) (%) 1 2015 9.200 8.765 95,27 2 2016 10.900 9.583 87,92 3 2017 12.400 10.827 87,31 Sumber: PT IQOO Vivo Kalimantan Berdasarkan data di atas terlihat bahwa penjualan Smartphone Vivo Android mengalami peningkatan akan tetapi tidak sesuai target yang telah diminta perusahaan, dari data tersebut penjualan meningkat terjadi pada tahun 2015 sebanyak 8.765 unit (95,27%) dan dengan jumlah persenan yang lebih terlihat meningkat dari tahun 2016 sebanyak 9.583 unit (87, 92%) dan tahun 2017 sebanyak 10.827 unit (87,31%) akan tetapi tidak tercapainya target.
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