Maharani, Lusy Dwi (2014) PENGARUH AUGMENTED PRODUCT TERHADAP PENINGKATAN KEPUASAN TAMU HOTEL : Survei terhadap Tamu yang Menginap di Hotel Aston Primera Pasteur. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Fluktuasi pertumbuhan pariwisata memengaruhi lama tinggal wisatawan dan berdampak terhadap tingkat penghunian kamar hotel khususnya di Kota Bandung, Jawa Barat. Tingkat okupansi yang tinggi menunjukkan bahwa suatu hotel harus mampu mempertahankan tingginya tingkat hunian kamar tersebut dan mengantisipasi penurunan tingkat hunian dengan mempertahankan kepuasan tamu yang menginap. Sebab, tingginya tingkat hunian kamar harus diimbangi dengan tingginya tingkat kepuasan konsumer. Kepuasan konsumer merefleksikan penilaian seseorang secara emosional terhadap performa yang diterima dibandingkan dengan performa yang diharapkan dan dapat dievaluasi salah satunya melalui survei kepuasan pelanggan. Dalam konteks ini, terdapat beberapa poin evaluasi yang kurang baik terhadap Aston Primera Pasteur Hotel and Coference Centre. Jika tidak ditanggapi dan dicarikan jalan solusinya, konsumer yang merasa tidak puas tersebut akan enggan untuk kembali menginap dan menggunakan jasa Hotel Aston Primera. Berdasarkan pengamatan penulis, Hotel Aston Primera memiliki strategi augmented product yang terdiri dari dimensi aksesibilitas, atmosfer, interaksi dengan sistem, interaksi dengan tamu lain dan customer co-production dimana konsep tersebut menurut Kotler, Bowen dan Makens dapat turut berperan dalam meningkatkan partisipasi pelanggan dalam memproduksi jasa, meningkatkan kepuasan pelanggan dan mengurangi korbanan. Berdasarkan uraian di atas, maka diadakan penelitian mengenai pengaruh augmented product terhadap upaya peningkatan kepuasan tamu. Penelitian ini dilakukan pada tamu yang menginap di Hotel Aston Primera dengan tujuan mengetahui pelaksanaan augmented product yang diimplementasikan oleh Hotel Aston Primera, tingkat kepuasan tamu, dan pengaruh pelaksanaan augmented product terhadap kepuasan tamu yang menginap di Hotel Aston Primera Pasteur. Lebih lanjut, metode yang digunakan adalah deskriptif dan verifikatif dengan sampel sebanyak 100 orang. Sedangkan, teknik analisis data yang digunakan dalam pegujian hipotesis riset ini adalah teknik analisis jalur. Berdasarkan hasil penelitian yang dibantu oleh SPSS 20, dimensi yang memiliki pengaruh tertinggi terhadap kepuasaan tamu yang menginap di Hotel Aston Primera adalah dimensi aksesibilitas yang berpengaruh langsung dan tidak langsung terutama melalui dimensi interaksi dengan sistem. Secara keseluruhan, augmented product memiliki pengaruh yang kuat terhadap kepuasan tamu. Salah satu rekomendasi penulis, performa dimensi customer co production dalam pemilihan online travel agent perlu dibantu melalui kekuatan words of mouth oleh front desk agent pada saat check in/check out bahwa jika melakukan reservasi melalui official website terdapat sistem‘book now, pay later and get 10% discount’. Dengan demikian tamu akan cenderung memilih official website untuk melakukan reservasi. Fluctuations of tourism growth affected the length of stay of tourists and impacted the hotel room occupancy, especially in Bandung, West Java. High occupancy rate indicated that a hotel should maintain the high level of occupancy and anticipate decrease of occupancy rate with maintaining customer satisfaction. Therefore, the high occupancy should be balanced by high levels of costumer satisfaction. Costumer satisfaction reflects a person's emotional appraisal of the received performance compared to the expected performance and can be evaluated through customer satisfaction surveys. In this context, there are some unfavorable evaluation points against Aston Primera Pasteur Hotel and Coference Centre. Problem solving should be found because if the guests are not satisfied, they will be reluctant to stay back to Aston Primera Hotel. Based on the author's observation, Aston Primera Hotel has an augmented product strategy that consists of accessibility, atmosphere, interaction with the system, interaction with other guests and customer co-production dimensions which according to Kotler , Bowen and Makens, customer helps hospitality organizations co-produce the product, involving the guest to increase capacity, improve customer satisfaction and reduce costs. Based on the expalanation above, then research of the effects of augmented product on improving guest satisfaction should be done. This research was addressed to the guests who stayed at the Aston Primera Hotel with the aim of knowing the implementation of the augmented product which is implemented by Aston Primera Hotel, level of guest satisfaction, and the effect of the implementation of the augmented product to the satisfaction of guests who stayed at the Aston Primera Hotel . Furthermore, the method used is descriptive and verificative with a sample of 100 people. Meanwhile, the data analysis technique used in this research is the path analysis technique. Based on the results of research supported by SPSS 20, the dimension which has the highest influence on the satisfaction of guests who stayed at Aston Primera Hotel is an accessibility dimension directly and indirectly through the dimension of interaction with the system. Overall, the augmented product has a strong effect on guest satisfaction with other factors beyond this research. One of the recommendation from the authors, the performance of the customer co-production dimension should be helped by the power of words of mouth by front desk agent when check in/check out process mentioned that if you make a reservation through the official website, there’s a system to 'book now, pay later and get 10 % discount'. Thus guests will tend to choose the official website to make a reservation than to others online travel agents.
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | Augmented Product, Tamu Hotel |
| Subjects: | Universitas Pendidikan Indonesia > Fakultas Pendidikan Ilmu Pengetahuan Sosial > Program Studi Kepariwisataan |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Program Studi Kepariwisataan |
| Depositing User: | Riki N Library ICT |
| Date Deposited: | 05 Aug 2014 22:31 |
| Last Modified: | 05 Aug 2014 22:31 |
| URI: | http://repository.upi.edu/id/eprint/7264 |
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