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Aji Ponsel Store is a business engaged in the sale of electronic media, namely selling package vouchers, credit, tokens and is located at Jalan KHJ Agus Salim. The problem at Aji Ponsel Store is that it has not provided maximum service (such as providing good facilities, for example providing free wifi, drinks, and so on) to Aji Ponsel Store customers. Has not gained customer loyalty (such as providing package voucher discount promos) and there is no system to find out what complaints from buyers and customers or deficiencies in the services provided by Aji Ponsel Store. SERVQUAL is an effort to fulfill the desires and needs of consumers and also convey something appropriately in order to meet consumer perceptions. Based on the statement from Parasuraman, Zeithaml, and namely in that the SERVQUAL Model developed has 5 dimensions, namely reliability, responsiveness, assurance, tangibles and empathy. The purpose of this study is to apply the Servqual model data analysis method to buyer and customer satisfaction at Toko Aji Ponsel and build an application system that can easily find out what complaints from buyers and customers and deficiencies in the services provided by Toko Aji Ponsel. The researchmethod used in this study is a quantitative research method. From the analysis of the Servqual method, it can provide a solution to Toko Aji Ponsel regarding the problem of buyers and customers being dissatisfied with the services provided so that they can further improve and correct these errors.
Keywords: Servqual, Toko Aji Ponsel, Buyers and Customers.