Analisis Kualitas Pelayanan Berbasis Online dalam Pembuatan Kartu Kuning terhadap Kepuasan Masyarakat pada Dinas Koperasi UMKM Transmigrasi dan Tenaga Kerja Kabupaten Rokan Hulu

Abstract

This study aims to analyze the quality of online-based services in the issuance of yellow cards and their effect on public satisfaction at the Office of Cooperatives, MSMEs, Transmigration, and Manpower of Rokan Hulu Regency. The study employed a quantitative approach using a survey method through questionnaires distributed to 100 respondents selected using random sampling. Data were collected through questionnaires and analyzed using SPSS (Statistical Product and Service Solutions). The test results demonstrated that the quality of online-based services had a positive and significant effect on public satisfaction. This indicates that the level of public satisfaction increases along with improvements in the quality of services provided. Public satisfaction was influenced by several service elements, including rapid responses, processing speed, and service transparency. Based on these findings, the recommendations include improving facilities and infrastructure that support online-based services so that the yellow card issuance process can be implemented more effectively and efficiently. The findings are expected to assist the Government of Rokan Hulu Regency in formulating and implementing stronger, more responsive, transparent, and community-oriented public service policies. Therefore, improving online service quality is important to ensure that public needs can be met effectively while creating a more satisfactory service experience for the community.