DAFTAR ISI
RINGKASAN EKSEKUTIF .................................................................
iii
ABSTRAKS ........................................................................................
v
LEMBAR PENGESAHAN ..................................................................
vi
PERNYATAAN ..................................................................................
vii
PENGANTAR .....................................................................................
viii
UCAPAN TERIMA KASIH .................................................................
ix
DAFTAR ISI .......................................................................................
x
DAFTAR TABEL ................................................................................
xiii
DAFTAR GAMBAR ............................................................................
xv
DAFTAR LAMPIRAN .........................................................................
xvi
BAB 1 PENDAHULUAN ..................................................................
1
1.1. Latar Belakang .............................................................. 1.2. Identifikasi Permasalahan ............................................. 1.3. Rumusan Permasalahan ..............................................
1 5 7
1.4. Tujuan penelitian ........................................................... 1.5. Manfaat Penelitian ........................................................ 1.6. Ruang lingkup ...............................................................
8 8 9
BAB 2 TINJAUAN PUSTAKA ...........................................................
11
2.1. Landasan Teoritis ......................................................... 2.1.1. Relationship Marketing ...................................... 2.1.2. Customer Relationship Management ................ 2.1.3. Balanced Scorecard (BSC) ................................
11 11 13 26
2.1.4. Agritourism ......................................................... 2.1.5. Penilaian Pelaksanaan CRM ............................. 2.2. Kajian Penelitian Terdahulu .......................................... 2.3. Kerangka Berpikir .........................................................
38 42 50 52
2.4. Definisi Operasional Variabel .......................................
54
BAB 3 METODOLOGI .....................................................................
57
3.1. Lokasi dan Waktu Penelitian ........................................
57
3.2. Metode Penelitian ......................................................... 3.3. Variabel dan Pengukuran .............................................
57 58
xii
3.3.1. Customer Knowledge ......................................... 3.3.2. Customer Interaction .......................................... 3.3.3. Customer Satisfaction ........................................
59 60 61
3.3.4. Customer Value ................................................. 3.4. Data Dan Teknik Pengumpulannya .............................. 3.4.1. Jenis Data .......................................................... 3.4.2. Teknik Pengumpulan Data.................................
62 63 63 64
3.5. Teknik Pengambilan Contoh ......................................... 3.6. Metode Analisis Data .................................................... 3.6.1. Analisis Kualitatif ................................................ 3.6.2. Uji Mann-Whitney ...............................................
65 67 67 68
3.6.3. 3.6.4. 3.6.5. 3.6.6.
Indeks Kepuasan dan Loyalitas Konsumen ...... Tabulasi Silang................................................... Analisis Diagonal (Suharjo Split) ....................... Matriks Penilaian Pelaksanaan CRM ................
69 69 70 71
BAB 4 PROFIL TAMAN WISATA MEKARSARI ..............................
74
4.1. Sejarah .......................................................................... 4.2. Visi Dan Misi .................................................................
74 75
4.3. Filosofi Pembangunan TWM ........................................ 4.4. Fungsi Taman Wisata Mekarsari (TWM ) ..................... 4.5. Sarana dan Prasarana .................................................. 4.5.1. Aksesibilitas .......................................................
79 81 83 83
4.5.2. Sarana di TWM .................................................. 4.5.3. Paket Wisata ...................................................... 4.5.4. Fasilitas-Fasilitas................................................
84 85 87
BAB 5 HASIL DAN PEMBAHASAN ................................................
95
5.1. Preferensi Terhadap Wisata dan Agrowisata ............... 5.2. Kebijakan Pelaksanaan CRM pada TWM .................... 5.3. Implementasi CRM Pada TWM Dengan Kerangka BSC ..............................................................................
95 102
5.3.1. 5.3.2. 5.3.3. 5.3.4.
106
Customer Knowledge ......................................... Customer Interaction .......................................... Customer Satisfaction ........................................ Customer Value .................................................
106 124 130 136
5.4. Analisis Implementasi CRM di TWM ............................
140
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5.5. Keterkaitan Sebab Akibat Terhadap Masing-Masing Perspektif BSC ............................................................. 5.6. Implikasi Manajerial ......................................................
146 155
BAB 6 KESIMPULAN DAN SARAN ................................................
159
6.1. Kesimpulan ................................................................... 6.2. Saran.............................................................................
159 162
DAFTAR PUSTAKA ...........................................................................
162
LAMPIRAN .........................................................................................
165
xiv
DAFTAR TABEL
Tabel 1. Tabel 2. Tabel 3.
Pandangan BSC Perspektif Perusahaan dibandingkan dengan Perspektif Konsumen (Kim et al., 2003) ............. Variabel Customer Knowledge dan Pengukurannya ....... Variabel Customer Interaction dan Pengukurannya ........
47 59 60
Tabel 4. Tabel 5. Tabel 6. Tabel 7.
Variabel Customer Satisfaction dan Pengukurannya ...... Variabel Customer Value dan Pengukurannya ............... Jenis, Sumber dan Teknik Pengambilan Data ................ Ilustrasi Matriks Penilaian Pelaksanaan CRM .................
61 62 63 72
Tabel 8. Tabel 9. Tabel 10. Tabel 11.
Fakta-fakta Fisik TWM ..................................................... Waktu Berwisata .............................................................. Tujuan Pemanfaatan Waktu ............................................ Frekuensi Berwisata dalam 1 tahun ................................
79 95 96 97
Tabel 12. Tabel 13. Tabel 14. Tabel 15.
Plihan Utama Berwisata................................................... 97 Prioritas Berwisata ........................................................... 98 Kunjungan ke Tempat Wisata .......................................... 98 Tempat Wisata Terbaik .................................................... 100
Tabel 16. Tabel 17. Tabel 18. Tabel 19.
Keputusan Datang ke TWM ............................................. 101 Alasan utama datang ke TWM ........................................ 101 Cara Menuju TWM ........................................................... 102 Perkembangan Jumlah Pengunjung TWM sampai
Tabel 20. Tabel 21. Tabel 22.
Agustus 2006 ................................................................... Jenis Kelamin Responden ............................................... Jenis Pekerjaan Responden ............................................ Jenjang Pendidikan Responden ......................................
106 108 108 109
Tabel 23. Tabel 24. Tabel 25. Tabel 26.
Jumlah Pengeluaran Responden per Bulan .................... Domisili Responden ......................................................... Status dalam Keluarga..................................................... Jumlah Anggota Keluarga ...............................................
110 111 111 112
Tabel 27. Tabel 28. Tabel 29. Tabel 30.
Jenis Media dan Acara Liputan TWM .............................. Waktu Responden Mengenal TWM ................................. Sumber Informasi TWM ................................................... Sumber Informasi yang menyebabkan Datang ke TWM .
115 116 117 117
Tabel 31. Tabel 32.
Ketertarikan Konsumen ................................................... 118 Kesan Pertama terhadap TWM ....................................... 121 xv
Tabel 33. Tabel 34. Tabel 35.
Pengetahuan tentang TWM sebelumnya ........................ 123 Persepsi Konsumen tentang TWM .................................. 123 Kesan Responden terhadap Kata Mekarsari ................... 123
Tabel 36. Tabel 37. Tabel 38. Tabel 39.
Calendar of Event TWM................................................... Jumlah dan Kualitas Obyek Kunjungan ........................... Indeks Pelayanan ............................................................ Jenis Pelatihan dan Target Peserta.................................
Tabel 40. Tabel 41.
Pelayanan yang Perlu Memperoleh Perhatian ................ 131 Analisis Gap antara Pelayanan dan Harapan Konsumen ........................................................................ 132 Terpenuhinya Harapan Konsumen .................................. 133
Tabel 42. Tabel 43. Tabel 44.
124 125 126 127
Tabel 45.
Tingkat Kepuasan Konsumen terhadap TWM................. 134 Analisis Kesenjangan Antara Kebutuhan dan Kepuasan Pengunjung TWM ............................................................ 135 Pengalaman Baru Pengunjung ........................................ 137
Tabel 46. Tabel 47. Tabel 48. Tabel 49.
Kebanggaan terhadap TWM ............................................ Perhatian TWM terhadap Konsumen .............................. Rencana Konsumen untuk Kembali ................................ Kesediaan Memberi Informasi kepada Orang lain ..........
Tabel 50. Tabel 51. Tabel 52. Tabel 53.
Kedatangan Kembali karena Atraksi Baru....................... 139 Kesesuaian Informasi TWM ............................................. 140 Target dan Realisasi Implementasri CRM di TWM ......... 140 Indeks Penilaian Pelaksanaan CRM pada Variabel
Tabel 54. Tabel 55.
137 137 138 138
Customer Knowledge....................................................... 142 Indeks Penilaian Pelaksanaan CRM pada Variabel Customer Interaction........................................................ 143 Indeks Penilaian Pelaksanaan CRM pada Variabel Customer Satisfaction dan Customer Value.................... 145
xvi
DAFTAR GAMBAR
Gambar 1. Gambar 2. Gambar 3. Gambar 4.
Gambar 5.
Model Konsepsi CRM (Seloman et al.,2005) .................. Siklus Proses Implementasi CRM (Ghavami and Alireza, 2006) ................................................................... Siklus CRM (Goldmine, 2007) .........................................
24 25
Pendekatan Balanced Scorecard untuk Perluasan Ukuran Kinerja Eksekutif dari Perspektif Non-keuangan ke Perspektif Keuangan (Kaplan and Norton, 2000) ....... Perspektif Konsumen Inti (Kaplan and Norton, 2000) .....
28 32
Gambar 6. Perspektif Proses Bisnis Internal - Proses Operasi (Kaplan and Norton, 2000) .............................................. Gambar 7. Hubungan Sebab Akibat (Cause Effect Relationship antar masing-masing Perspektif BSC) (Kaplan and Norton, Gambar 8.
2000) ................................................................................ Hubungan Sebab Akibat (Cause Effect Relationship antar masing-masing Perspektif BSC) (Kaplan and Norton, 2000; Kim et al.., 2003) .......................................
20
34
37
46
Gambar 9. Kerangka Pikir Penelitian ................................................. Error! Bookmark no Gambar 10. Analisis Diagonal (Suharjo, 2002) ................................... 70 Gambar 11. Pola Penataan Landscape Taman Wisata Mekarsari (www.mekarsari.com) ...................................................... 80 Gambar 12. Pola Daun Lamtorogung dalam Penataan Kawasan TWM ................................................................................. Gambar 13. Akses Menuju Lokasi TWM ............................................. Gambar 14. Lokasi dan Fasilitas TWM ................................................
81 84 88
Gambar 15. Gambar 16. Gambar 17. Gambar 18.
Family Garden ................................................................. Garden Center ................................................................. Wisata Kanal .................................................................... Wahana Rusa Tutul .........................................................
89 90 90 91
Gambar 19. Gambar 20. Gambar 21. Gambar 22.
Area Nursery Ground ....................................................... Menara Pandang ............................................................. Kebun Melon .................................................................... Camping Ground ..............................................................
92 92 93 93
Gambar 23. Toko Buah-buahan .......................................................... 94 Gambar 24. Pola Pemasaran TWM ..................................................... 103 xvii
Gambar 25. Perkembangan Jumlah Pengunjung TWM antara tahun 2003 s/d 2006 (hasil ekstrapolasi dan perkiraan data umum) .............................................................................. 107 Gambar 26. Gambar 27. Gambar 28. Gambar 29.
Brosur tentang Informasi KoleksiTerbaru ........................ 119 Brosur tentang Paket Wisata dan Harga Paket ............... 119 Peta Kepuasan Konsumen TWM .................................... 136 Hubungan Keterkaitan Sebab Akibat Implementasi CRM pada TWM .............................................................. 150
xviii
DAFTAR LAMPIRAN
Lampiran 1. Data Perusahaan yang Diperlukan .................................. 166 Lampiran 2. Kerangka Pertanyaan Wawancara kepada Responden Ahli ................................................................................... 167 Lampiran 3. Kuesioner Penelitian ........................................................ 168
xix
