Pengaruh Kualitas Produk Dan Pelayanan Terhadap Kepuasan Konsumen Serta Dampaknya Terhadap Keputusan Konsumen Menginap Kembali

Akh. Fajar Rahman, Anton Triyantoro, Suradi - AKPAR STIPARY Yogyakarta

Sari


Abstract - This study aims to determine: (1) to analyze the influence of product quality to customer satisfaction INNA Hotel Garuda; (2) to analyze the influence of service to customer satisfaction INNA Hotel Garuda; (3) to analyze the direct influence of the quality of products to the consumer decision to stay back as well as indirect influence through customer satisfaction; (4) to analyze the direct influence of service quality to the consumer's decision to stay back, as well as indirect influence through customer satisfaction; (5) to analyze the direct influence of service quality to the consumer's decision to stay back. This research was conducted by interview through a questionnaire of 125 bundles. Distributing questionnaires carried out for five weeks with an average of 30 bundles per week, in order to obtain the respondents more than 125. This is to anticipate the questionnaires are not returned. Questionnaires assisted by a hotel employee. The results showed that four factors that affect a guest's stay back are factors: (1) Products 90% more respondents answering high category; (2) The quality factor services 90% more respondents are satisfied; (3) The factors of customer satisfaction as much as 70-90% of consumers feel the expectations and needs during the stay at the Inna Garuda fulfilled; (4) Factors decision to stay back no more than 90% expressed a desire to stay back at Inna Garuda. With multiple linear regression analysis found 90% influenced the decision to stay back a factor of four independent variables. The remaining 10% are influenced by other factors.

Keywords: quality, service, satisfaction, consumer decisions

 

Abstrak - Penelitian ini bertujuan untuk mengetahui : (1) Menganalisis pengaruh faktor kualitas produk terhadap kepuasan konsumen INNA Hotel Garuda; (2) Menganalisis pengaruh faktor pelayanan terhadap kepuasan konsumen INNA Hotel Garuda; (3) Menganalisis pengaruh langsung kualitas produk terhadap keputusan konsumen  menginap kembali serta pengaruh tak langsung melalui kepuasan konsumen; (4) Menganalisis pengaruh langsung kualitas pelayanan terhadap keputusan konsumen menginap kembali, serta pengaruh tak langsung melalui kepuasan konsumen; (5) Menganalisis pengaruh langsung kualitas pelayanan terhadap keputusan konsumen menginap kembali. Penelitian ini dilakukan dengan melakukan wawancara melalui kuesioner sebanyak 125 bendel. Penyebaran kuesioner dilakukan selama lima minggu dengan rata-rata 30 bendel per minggu, sehingga diperoleh responden lebih dari 125. Hal ini untuk mengantisipasi kuesioner yang tidak kembali. Penyebaran kuesioner dibantu oleh karyawan hotel.  Hasil penelitian menunjukkan, bahwa empat faktor yang mempengaruhi tamu menginap kembali adalah faktor : (1) Produk 90% lebih responden menjawab kategori tinggi; (2) Faktor kualitas pelayanan 90% lebih responden menjawab puas; (3) Faktor kepuasan konsumen sebanyak 70-90% konsumen merasakan harapan dan kebutuhan selama menginap di Inna Garuda terpenuhi; (4) Faktor keputusan menginap kembali ada 90% lebih menyatakan keinginannya untuk menginap kembali di Inna Garuda. Dengan analisis regresi linear berganda ditemukan 90% keputusan menginap kembali dipengaruhi empat faktor variabel independen. 10% sisanya dipengaruhi oleh faktor lain.

Kata Kunci : Kualitas, pelayanan, kepuasan, keputusan konsumen

Teks Lengkap:

PDF (English)


DOI: https://doi.org/10.31294/khi.v7i1.489

====================================================================

Terbit setiap bulan Maret & September, ISSN : 2087-0086 (print), 2655-5433 (online)