Volume 15, Issue 9 · IJARST · ISSN 2319-1783 / 2320-1126

Service Quality Analysis of Rebranding Effectiveness Traditional Market "Klojen Nikmat" in Malang City Indonesia.

Service Quality Analysis of Rebranding Effectiveness Traditional Market "Klojen Nikmat" in Malang City Indonesia. is an open-access, peer-reviewed research paper by Adonis Fatsun Via Lobe , Julianus Hutabarat and Dimas Indra Laksmana, published in Volume 15, Issue 9 of the International Journal of Advanced Research in Science and Technology (IJARST), a UGC-approved journal (Print ISSN 2319-1783, Online ISSN 2320-1126).

Author

Adonis Fatsun Via Lobe , Julianus Hutabarat and Dimas Indra Laksmana

Abstract

Klojen Market has been designated as one of the traditional markets prioritized for rebranding by the Malang City Government. The “Klojen Nikmat” rebranding initiative aims to establish a market identity that is cleaner, more organized, visitor-friendly, and representative of Malang’s culinary characteristics. This rebranding process emphasizes not only visual transformation and promotional activities but also improvements in service quality as an essential component of visitor experience. This study aims to evaluate service quality, analyze the effectiveness of traditional market rebranding, and examine the influence of service quality on rebranding effectiveness at Klojen Market. A quantitative descriptive approach was applied using the SERVQUAL model and Importance–Performance Analysis (IPA). Data were collected from 100 visitors through structured questionnaires measuring five service quality dimensions: tangibles, reliability, responsiveness, assurance, and empathy. The results indicate that overall service quality exceeded visitor expectations, with a positive service gap. However, several attributes related to responsiveness, parking facilities, complaint handling, and information clarity still require improvement. The findings demonstrate that rebranding effectiveness is influenced not only by physical transformation and visual identity but also by the consistency of service experiences provided to visitors. Therefore, strengthening service procedures, improving visitor assistance systems, and enhancing supporting facilities are essential to ensure the sustainability of the “Klojen Nikmat” rebranding initiative.

Keywords: Traditional Market, Rebranding, Service Quality.

DOI: https://doi.org/10.62226/ijarst20262745

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DOI

10.62226/ijarst20262745

PAGES : 2596-2605 | 3 VIEWS | 3 DOWNLOADS

How do you cite this paper?

Adonis Fatsun Via Lobe , Julianus Hutabarat and Dimas Indra Laksmana — “Service Quality Analysis of Rebranding Effectiveness Traditional Market "Klojen Nikmat" in Malang City Indonesia..” International Journal of Advanced Research in Science and Technology (IJARST), Volume 15, Issue 9. DOI: 10.62226/ijarst20262745.

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