ANALYSIS OF VISITOR SATISFACTION ON QUALITY OF SERVICE AGROWISATA OMAH SALAK

Abstract

The development of the agricultural sector into Agro-tourism is carried out to realize the wishes of the community who want to travel on an educational and environmentally friendly. Agrowisata Omah Salak provides a variety of reservation packages, culinary packages, and souvenirs of processed zalacca products. Consumer satisfaction with the service is suspected as a factor that triggers an increase and decrease in the number of visitors. The purpose of this research was to analyze visitor satisfaction with the quality of services including physical tangible, reliability, responsiveness, assurance, and emphaty given by Agrowisata Omah Salak. The study used a case study method with a sample size of 100 respondents. The sampling method uses purposive sampling technique. The measurement scale uses a Likert scale. Data analysis methods use the customer satisfaction index (CSI), gap analysis, and importance performance analysis (IPA). The result of the study showed that the CSI value obtained by 77.44% means that overall the visitor was satisfied with the performance of the service at Agrowisata Omah Salak. The gap analysis results show performance <importance with a value of 3.87 <4.33, the average gab is -0.46, it means that Agrowisata Omah Salak service has not fulfilled the wishes of the visitors. The results of the IPA analysis show that the attributes that are the top priority for the improvement of the Agrowisata Omah Salak are available to worship facilities, bathroom facilities, adequate parking facilities, timely events, friendly and polite guides and company staff, and guides make visitors feel safe.