DAFTAR ISI
COVER LEMBAR PENGESAHAN ABSTRAK ............................................................................................................ .i ABSTRACT ........................................................................................................... ii KATA PENGANTAR ......................................................................................... iii UCAPAN TERIMA KASIH .............................................................................. iv DAFTAR ISI ........................................................................................................ .v DAFTAR TABEL ............................................................................................... ix DAFTAR GAMBAR ......................................................................................... xii BAB I PENDAHULUAN 1.1 Latar Belakang Penelitian..................................................................... 1 1.2 Rumusan Masalah .............................................................................. 17 1.3 Tujuan dan Kegunaan Peneliti............................................................ 17 1.3.1 Tujuan Penelitian ...................................................................... 17 1.3.2 Kegunaan penelitian ................................................................. 18 BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN DAN HIPOTESIS 2.1 Kajian Pustaka ..................................................................................... 19 2.1.1 Nilai Pelanggan (Customer Value) ............................................. 19 2.1.1.1 Konsep Nilai (Value)....................................................... 23 2.1.1.2 Tipe dan Karakteristik Nilai Pelanggan .......................... 28 2.1.1.3 Peranan Pelanggan........................................................... 30 2.1.1.4 Pengukuran Nilai Pelanggan (Customer Value) .............. 31 2.1.1.5 Sumber-Sumber Nilai (Value) ........................................ 39 2.1.2 Konsep Keputusan Menginap .................................................... 41 2.1.2.1 Biaya ................................................................................ 44 2.1.2.2 Mutu (quality) ................................................................. 45
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2.1.2.3 Atribut Produk ................................................................. 47 2.1.2.4 Kegunaan dan Manfaat .................................................... 48 2.1.3 Pengaruh Customer Value Terhadap Keputusan Untuk Menginap ....................................................... 49 2.1.4 Orisinalitas Penelitian ................................................................. 52 2.2 Kerangka Pemikiran .............................................................................. 54 2.3 Hipotesis ................................................................................................ 64 BAB III OBJEK DAN METODOLOGI PENELITIAN 3.1 Objek Penelitian .................................................................................... 69 3.2 Metode Penelitian .................................................................................. 70 3.2.1 Jenis Penelitian dan Metode Yang digunakan ............................. 70 3.2.2 Operasionalisasi Variabel ............................................................ 71 3.2.3 Jenis dan Sumber Data ................................................................ 77 3.2.4 Populasi, Sampel dan Teknik Sampling ...................................... 79 3.2.4.1 Populasi ........................................................................... 79 3.2.4.2 Sampel ............................................................................. 80 3.2.4.3 Teknik Sampling ............................................................. 84 3.2.5 Alat Pengumpulan Data ............................................................... 86 3.2.6 Hasil Pengujian Validitas dan Reliabilitas .................................. 87 3.2.6.1 Hasil Pengujian Validitas ................................................ 88 3.2.6.2 Hasil Pengujian Reliabilitas ............................................ 94 3.3 Rancangan Teknis Analisis Data ........................................................... 95 3.3.1 Rancangan Teknis Analisis Data Deskriptif ................................ 95 3.1 Rancangan Pengujian Hipotesis ............................................................ 96 3.4.1 Uji Hipotesis ................................................................................ 99 3.4.1.1 Analisis Jalur (Path Analysis)................................................ 99 BAB IV HASIL PENELITIAN DAN PEMBAHASAN 4.1 Profil Perusahaan dan Tamu Holiday Inn Resort Batam ................... 105 4.1.1 Profil Perusahaan ...................................................................... 105
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4.1.1.1 Identitas Perusahaan ........................................................... 105 4.1.1.2 Intercontinental Hotel Group ............................................. 106 4.1.1.3 Sejarah Holiday Inn Resort Batam ..................................... 109 4.1.1.4 Produk dan Jasa Yang Ditawarkan ..................................... 111 4.1.2 Profil Tamu Holiday Inn Resort Batam .................................. 113 4.1.2.1 Jenis Tamu Holiday Inn Resort Batam ........................... 113 4.1.2.2 Jenis Tamu Holiday Inn Resort Batam Dilihat Dari Jenis Kelamin dan Usia ................................................... 116 4.1.2.3 Jenis Tamu Holiday Inn Resort Batam Dilihat Dari Pendidikan dan Pekerjaan .................................................................. 118 4.1.2.4 Jenis Tamu Holiday Inn Resort Batam Dilihat Dari Penghasilan dan Tipe Kamar Yang Digunakan................................... 120 4.1.2.5 Jenis Tamu Holiday Inn Resort Batam Dilihat Dari Asal Tingggal dan Lama Menginap ........................................ 123 4.1.2.6 Jenis Tamu Holiday Inn Resort Batam Dilihat Dari Status dan Total Pengeluaran Tamu ................................................. 126 4.1.2.7 Alasan Tamu Menginap di Holiday Inn Resort Batam ... 128 4.1.2.8 Penilaian Tamu Mengenai Customer Value Holiday Inn Resort Batam Melalui Service, Kualitas, Price dan Image ............................................................. 130 4.2 Customer Value Holiday Inn Resort Batam .................................... 132 4.2.1 Service Pada Holiday Inn Resort Batam................................. 132 4.2.2 Kualitas Pada Holiday Inn Resort Batam ............................... 135 4.2.3 Image Pada Holiday Inn Resort Batam .................................. 138 4.2.4 Harga Pada Holiday Inn Resort Batam................................... 140 4.2.5 Rekapitulasi Hasil Tanggapan Tamu Terhadap Customer Value Holiday Inn Resort Batam ...................................................... 142 4.3 Keputusan Menginap Pada Holiday Inn Resort Batam ................... 144 4.3.1 Biaya ....................................................................................... 144
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4.3.2 Kualitas ................................................................................... 146 4.3.3 Atribut Produk ........................................................................ 148 4.3.4 Alasan Kebutuhan Atau Kegunaan......................................... 150 4.3.5 Rekapitulasi Hasil Tanggapan Tamu Terhadap Keputusan Menginap Pada Holiday Inn Resort Batam ............................................. 152 4.4 Customer Value Holiday Inn Resort Batam Dalam Upaya Menciptakan Keputusan Menginap ....................................................................... 154 4.4.1 Kontribusi Service Terhadap Keputusan Menginap ............... 159 4.4.2 Kontribusi Kualitas Terhadap Keputusan Menginap ............. 161 4.4.3 Kontribusi Image Terhadap Keputusan Menginap ................. 162 4.4.4 Kontribusi Harga Terhadap Keputusan Menginap ................. 164 4.5 Implikasi Hasil Temuan Penelitian ................................................ 169 4.5.1 Temuan Penelitian Bersifat Teoritik....................................... 169 4.5.2 Temuan Penelitian Bersifat Empirik ...................................... 170 BAB V KESIMPULAN DAN REKOMENDASI 5.1 Kesimpulan .................................................................................... 172 5.2 Rekomendasi .................................................................................. 173 DAFTAR PUSTAKA ................................................................................. 175 LAMPIRAN ................................................................................................ 179
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DAFTAR TABEL
No
Judul Tabel
Halaman
1.1 Statistik Kunjungan Wisatawan Mancanegara dan Wisatawan Nusantara di Indonesia Tahun 2002-2009............................................................... 3 1.2 Vissitor Arrivals By Accomodation Hotel, 2006-2008 ........................... 5 1.3 Jumlah Hotel Berbintang di Kepulauan Riau Batam Tahun 2009 ......... 7 1.4 Revenue Per Segment, 2007-2009 .......................................................... 9 2.1 Penelitian Yang Berkaitan Dengan Penelitian Yang Akan Dilakukan .............................................................................................. 52 3.1 Operasionalisasi Variabel ...................................................................... 72 3.2 Jenis dan Sumber Data .......................................................................... 79 3.3 Jenis dan Jumlah Tamu Holiday Inn Resort Batam, 2009 .................... 79 3.4 Hasil Uji Validitas Instrument Penelitian.............................................. 89 3.5 Hasil Uji Reliabilitas Instrument Penelitian .......................................... 95 3.6 Alternatif Jawaban Tiap Item Pertanyaan ............................................. 97 4.1 Daftar Intercontinental Hotel Group ................................................... 107 4.2 Jenis Kamar Holiday Inn Resort Batam ............................................... 111 4.3 Jenis Meeting Room Holiday Inn Resort Batam .................................. 112 4.4 Jenis Tamu Holiday Inn Resort Batam ................................................ 113 4.5 Jenis Tamu Holiday Inn Resort Batam Dilihat Dari Jenis Kelamin dan Usia ...................................................................................................... 116 4.6 Jenis Tamu Holiday Inn Resort Batam Dilihat Dari Pendidikan dan Pekerjaan .............................................................................................. 119 4.7 Jenis Tamu Holiday Inn Resort Batam Dilihat Dari Penghasilan dan Tipe Kamar Yang Digunakan ....................................................................... 121 4.8 Jenis Tamu Holiday Inn Resort Batam Dilihat Dari Asal Tingggal dan Lama Menginap .................................................................................. 124
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4.9 Jenis Tamu Holiday Inn Resort Batam Dilihat Dari Status dan Total Pengeluaran .......................................................................................... 126 4.10 Alasan Tamu Menginap di Holiday Inn Resort Batam ...................... 128 4.11 Penilaian Tamu Mengenai Customer Value Holiday Inn Resort Batam Melalui Service, Kualitas, Price dan Image ....................................... 131 4.12 Service Pada Holiday Inn Resort Batam ............................................ 133 4.13 Kualitas Pada Holiday Inn Resort Batam........................................... 135 4.14 Image Pada Holiday Inn Resort Batam .............................................. 138 4.15 Harga Pada Holiday Inn Resort Batam .............................................. 140 4.16 Rekapitulasi Hasil Tanggapan Tamu Terhadap Customer Value Holiday Inn Resort Batam .................................................................. 142 4.17 Keterkaitan Jenis Tamu Terhadap Customer Value Holiday Inn Resort Batam .................................................................................................. 143 4.18 Biaya .................................................................................................. 144 4.19 Kualitas .............................................................................................. 146 4.20 Atribut Produk.................................................................................... 149 4.21 Alasan Kebutuhan Atau Kegunaan .................................................... 151 4.22 Rekapitulasi Hasil Tanggapan Tamu Terhadap Keputusan Menginap Pada Holiday Inn Resort Batam ......................................................... 152 4.23 Keterkaitan Jenis Tamu Terhadap Customer Value Holiday Inn Resort Batam .................................................................................................. 154 4.24 Matrik Korelasi Antara Sub Variabel Customer Value Dengan Keputusan Menginap ............................................................................................ 155 4.25 Pengujian Secara Simultan ................................................................. 157 4.26 Hasil Pengujian Koefisien Jalur ......................................................... 158 4.27 Pengaruh Langsung dan Tidak Langsung Service terhadap Keputusan Menginap ............................................................................................ 160 4.28 Pengaruh Langsung dan Tidak Langsung Kualitas terhadap Keputusan Menginap ............................................................................................ 161
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4.29 Pengaruh Langsung dan Tidak Langsung Image terhadap Keputusan Menginap ............................................................................................ 163 4.30 Pengaruh Langsung dan Tidak Langsung Harga terhadap Keputusan Menginap ............................................................................................ 164 4.31 Hasil Pengujian Koefisien Jalur Pengaruh Langsung dan Tidak Langsung Dari Customer Value Terhadap Keputusan Menginap ....................... 165 4.32 Hasil Pengujian Pengaruh Customer Value Terhadap Keputusan Menginap ............................................................................................ 168
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DAFTAR GAMBAR
No
Judul Gambar
Halaman
1.1 Jumlah Kunjungan Wisatawan Mancanegara di Kepulauan, Riau Tahun 2002-2009 .................................................................................. 6 1.2 Room Occupancy 2006-2009 ............................................................. 11 2.1 Different Perspectivies Of Value And Customer Value ..................... 28 2.2 Dimensi Nilai Pelanggan .................................................................... 32 2.3 Component Of Customer Value.......................................................... 35 2.4 Customer Delivered Value ................................................................. 36 2.5 Manfaat Mutu Atau Kualitas .............................................................. 47 2.6 Kerangka Pemikiran Kinerja Customer Value Holiday Inn Resort Batam Dalam Upaya Menciptakan Keputusan Untuk Menginap Tamu Hotel......................................................................................... 63 2.7 Paradigma Penelitian .......................................................................... 64 3.1 Teknik Sampling ................................................................................ 85 3.2 Diagram Jalur Hipotesis ..................................................................... 99 3.3 Diagram Jalur Struktur Sub Hipotesis ............................................... 100 4.1 Jenis Tamu Holiday Inn Resort Batam ............................................. 116 4.2 Jenis Tamu Holiday Inn Resort Batam Dilihat Dari Jenis Kelamin dan Usia............................................................................................. 118 4.3 Jenis Tamu Holiday Inn Resort Batam Dilihat Dari Pendidikan dan Pekerjaan ........................................................................................... 120
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4.4 Jenis Tamu Holiday Inn Resort Batam Dilihat Dari Penghasilan dan Tipe Kamar Yang Digunakan .................................................................... 123 4.5 Jenis Tamu Holiday Inn Resort Batam Dilihat Dari Asal Tingggal dan Lama Menginap ............................................................................... 127 4.6 Alasan Tamu Menginap di Holiday Inn Resort Batam .................. ...130
4.8 Penilaian Tamu Mengenai Customer Value Holiday Inn Resort Batam Melalui Service, Kualitas, Price dan Image ....................... 132 4.9 Keterkaitan Antara Service Dengan Jenis Tamu Holiday Inn Resort Batam .................................................................................. 134 4.10 Keterkaitan Antara Kualitas Dengan Jenis Tamu Holiday Inn Resort Batam .................................................................................. 137 4.11 Keterkaitan Antara Image Dengan Jenis Tamu Holiday Inn Resort Batam .................................................................................. 139 4.12 Keterkaitan Antara Harga Dengan Jenis Tamu Holiday Inn Resort Batam .................................................................................. 141 4.13 Keterkaitan Antara Biaya Dengan Jenis Tamu Holiday Inn Resort Batam .................................................................................. 146 4.14 Keterkaitan Antara Kualitas Dengan Jenis Tamu Holiday Inn Resort Batam .................................................................................. 148 4.15 Keterkaitan Antara Atribut Produk Dengan Jenis Tamu Holiday Inn Resort Batam.............................................................. 150 4.16 Keterkaitan Antara Alasan Kebutuhan atau Kegunaan Dengan Jenis Tamu Holiday Inn Resort Batam ............................ 152 4.17 Diagram Jalur Sub Struktur Hipotesis ........................................... 159
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