ANALISIS KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN

PRIJADHARSINI, RATNA (2002) ANALISIS KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN. Masters thesis, program Pascasarjana Universitas Diponegoro.

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Abstract

Hotels as part of tourism elements has a great deal of role in providing tourist services. To face competition, every hotel has given their efforts to increase service facilities and services qualities. In torism, services become the product counsumed. If the services were below the consumers expectation, then consumers will be losing desires to the service provider. At the end, hotels will loose guest or consumers. On the contrary, if the services were reached over consumers expection, then the consumers will be satisfied and will make other guest to come over and over again and even greater number of guest will come, this will be the results of achieved services and qualities satisfaction. Based on this research background, then the problem which have developed on this research are, first, what factors most influenced toward service qualities related with consumers satisfaction at Graha Santika Hotel in Semarang. Seconds, what factors most influenced toward consumers expectation related with esservices at Graha Santika Hotel in Semarang. Third, how come consumers satisfaction could influence purhase intensity. Research model developed in this research contained in four models which are, service quality, consumers expectation, consumers satisfaction, and purchase intensity. This research model is formed by three hypotheses and will be tested with analysis instrument of Structural Equation Models (SEM) with AMOS 4.0 program with the respondents quantity of 100 guests in Graha Santika Hotel in Semarang. Analysis results shows that all of the three hypotheses are accepted, and can be concluded that service quality and consumers expectation have the posistive influence toward consumers satisfaction, also consumers satisfaction have the positive influence toward purchase intensity in this research. This study also relates the result to theoritical implications and policy implication for Graha Santika management describes in the conclusion section. The limitation and agenda for the further study can be used as reference by further researcher. Hotel merupakan salah satu unsur pariwisata yang mempunyai peranan sangat besar dalam memberikan pelayanan bagi wisatawan. Dalam menghadapi persaingan setiap hotel berusaha meningkatkan fasilitas dan kualitas pelayanan. Bila pelayanan yang dinikmati konsumen berada jauh dibawah pelayanan yang mereka harapkan maka konsumen akan kehilangan minat terhadap pemberi jasa pelayanan tersebut dan pada akhimya hotel akan kehilangan para konsumennya. Sebaliknya, bila pelayanan yang dinikmati konsumen berada diatas yang mereka harapkan maka konsumen akan puas. Berdasarkan latar belakang penelitian, maka permasalahan yang dikembangkan dalam penelitian ini adalah faktor-falctor apakah yang paling berpengaruh terhadap kualitas pelayanan Hotel Graha 'Santika Semarang dalam hubungannya dengan kepuasan konsumen dan faktor-faktor apakah yang paling berpengaruh terhadap harapan konsumen untuk pelayanan Hotel Graha Santika Semarang serta seberapa besar pengaruh kepuasan konsumen terhadap pembelian ulang. Model penelitian yang dikembangkan dalam penelitian ini terdiri atas empat dimensi yaitu kualitas pelayanan, harapan konsumen, kepuasan konsumen, dan pembelian ulang, dengan tiga hipotesis yang akan diuji. Pengujian dilakukan dengan menggunakan alat analisis Structiral Equation Modeling (SEM) pada program AMOS 4.01 pada 100 responden yang merupakan konsumen Hotel Graha Santika Semarang. Hasil analisis data menunjukkan bahwa semua hipotesis yang diajukan dapat diterima, dan disimpulkan bahwa kualitas pelayanan dan harapan konsumen berpengaruh positif terhadap kepuasan konsumen, serta kepuasan konsumen berpengaruh positif terhadap pembelian Wang. Penelitian ini juga menghubungkan hasil penelitian dengan implikasi teoritis dan implikasi kebijakan bagi manajemen Hotel' Graha Santika Semarang yang diuraikan pada bagian kesimpulan. Keterbatasan penelitian dan agenda penelitian mendatang dapat dijadikan acuan bagi para peneliti selanjutnya.

Item Type:Thesis (Masters)
Subjects:H Social Sciences > HV Social pathology. Social and public welfare
Divisions:Postgraduate Program > Master Program in Management
ID Code:10509
Deposited By:Mr UPT Perpus 2
Deposited On:12 May 2010 09:53
Last Modified:12 May 2010 09:53

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