DAFTAR ISI
HALAMAN PENGESAHAN………………………………………………..i LEMBAR PERNYATAAN………………………………………………….ii KATA PENGANTAR……………………………………………………….iii ABSTRAK……………………………………………………………………v DAFTAR ISI…………………………………………………………………vii DAFTAR TABEL…………………………………………………………....xi DAFTAR GAMBAR………………………………………………………..xii DAFTAR LAMPIRAN……………………………………………………..xiii BAB I PENDAHULUAN ..................................................................................1 1.1 Gambaran Umum Objek Penelitian ..................................................1 1. Profil Graha Wisata TMII Jakarta .................................................1 2. Visi dan Misi .................................................................................2 A. Visi ...........................................................................................2 B. Misi ..........................................................................................2 3. Logo Perusahaan ...........................................................................2 4. Struktur Organisasi .......................................................................4 5. Layanan Produk ............................................................................5 1.2 Latar Belakang Penelitian .................................................................6 1.3 Rumusan Masalah .............................................................................9 1.4 Tujuan Penelitian ..............................................................................10 1.5 Kegunaan Penelitian..........................................................................10 1.6 Sistematika Penulisan .......................................................................10 BAB II TINJAUAN PUSTAKA PENELITIAN .............................................12 2.1 Tinjuan Pustaka Penelitian ..............................................................12 1. Konsep Pemasaran .......................................................................12 2. Karakteristik Jasa.........................................................................15 3. Perilaku Konsumen......................................................................16 4. Kualitas Pelayanan ......................................................................17 5. Kepuasan Pelanggan ....................................................................19 6. Harapan Konsumen .....................................................................26
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7. Hubungan Kualitas Pelayanan terhadap Kepuasan Konsumen ...26 2.2 Penelitian Terdahulu ........................................................................28 2.3 Kerangka Pemikiran ........................................................................37 2.4 Hipotesis Penelitian .........................................................................39 2.5 Ruang Lingkup Penelitian ...............................................................40 1. Variabel Penelitian ......................................................................40 2. Lokasi dan Obyek Penelitian .......................................................40 3. Waktu dan Periode Penelitian......................................................40 BAB III METODE PENELITIAN ..................................................................33 3.1 Jenis Penelitian ...............................................................................33 3.2 Variabel Operasional ......................................................................33 3.3 Tahapan Penelitian .........................................................................38 3.4 Populasi dan Sampel ......................................................................38 1. Populasi ......................................................................................38 2. Sampel ........................................................................................39 3. Teknik Sampling ........................................................................40 3.5 Pengumpulan Data .........................................................................41 1. Data Primer dan Skunder ...........................................................41 2. Skala Pengukuran .......................................................................42 3. Teknik Pengumpulan Data .........................................................43 3.6 Teknik Pengujian Data ...................................................................43 1. Uji Validitas ...............................................................................43 2. Uji Reliabilitas ...........................................................................45 3.7 Teknik Analisis Data ......................................................................46 1. Analisis Deskriptif .....................................................................46 2. Uji Asumsi Klasik ......................................................................48 3. Metode Successive Interval (MSI) .............................................50 4. Analisis Regresi Linier Berganda ..............................................51 5. Uji Koefesien determinasi (R2) .................................................51 BAB IV ANALISIS PEMBAHASAN ..............................................................67 4.1 Identitas Responden .........................................................................67 4.1.1. Responden Berdasarkan Jenis Kelamin .................................67
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4.1.2. Responden Berdasarkan Usia ................................................68 4.1.3. Responden Berdasarkan Pekerjaan ........................................69 4.2 Hasil Penelitian ................................................................................69 4.2.1. Analisis Deskriptif .................................................................70 4.2.2. Tanggapan Responden Mengenai Tangible ..........................70 4.2.3. Tanggapan Responden Mengenai Empathy ..........................73 4.2.4. Tanggapan Responden Mengenai Responsiveness ................75 4.2.5. Tanggapan Responden Mengenai Reliability ........................78 4.2.6. Tanggapan Responden Mengenai Assurance ........................81 4.2.7. Tanggapan Responden Mengenai Kepuasan ........................ 84 4.3 Pengaruh Kualitas Pelayanan terhadap Kepuasan ...........................89 4.3.1. Transformasi Data Ordinal Menjadi Interval ........................89 4.3.2. Uji Asumsi Klasik .................................................................89 1. Uji Normalitas ....................................................................89 2. Uji Multikolineritas ............................................................90 3. Uji Heterokedastisitas .........................................................91 4.3.3. Analisis Regresi Linier Berganda ..........................................92 4.3.4 Uji Hipotesis. ..........................................................................94 1. Uji T (Pengujian Parsial) ....................................................94 2. Uji F (Pengujian Simultan) .................................................97 4.3.5. Koefisien Determinasi ...........................................................98 4.4 Pembahasan Hasil Penelitian ...........................................................99 4.4.1. Karakteristik Responden........................................................99 4.4.2. Analisis Deskriptif Kualitas Pelayanan .................................99 4.4.3. Analisis Deskriptif Kepuasan Tamu Penginapan ..................104 4.4.4.Uji Statistik t(parsial)..............................................................104 4.4.5. Uji Statistik f (simultan) ........................................................107 4.4.6. Uji Koefisien Determinasi .....................................................107 BAB V KESIMPULAN DAN SARAN ............................................................110 5.1 Kesimpulan .......................................................................................109 5.2 Saran ..................................................................................................110 5.2.1. Saran Bagi UP Graha Wisata TMII Jakarta ............................110
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5.2.2. Saran Bagi Peneliti Selanjutnya ..............................................111 DAFTAR PUSTAKA ........................................................................................112 LAMPIRAN
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DAFTAR TABEL
Tabel 1.1 Jumlah Peringkat 5 Kota Terbesar yang Menginap ............................8 Tabel 1.2 Jumlah Tamu Graha Wisata TMII Jakarta 2010-2014........................8 Tabel 1.3 Item Pertanyaan Ketidakpuasan Konsumen atas Kualitas Pelayanan 10 Tabel 2.1 Penelitian Terdahulu dari Skripsi ........................................................30 Tabel 2.2 Penelitian Terdahulu dari Jurnal Nasional ..........................................33 Tabel 2.3 Penelitian Terdahulu dari Jurnal Internasional ...................................36 Tabel 3.1 Variabel Operasional...........................................................................44 Tabel 3.2 Hasil Uji Validitas Variabel X ............................................................54 Tabel 3.3 Hasil Uji Validitas Variabel Y ............................................................55 Tabel 3.4 Hasil Uji Reliabilitas Variabel X dan Y .............................................56 Tabel 3.5 Kriteria Interpretasi Skor ....................................................................57 Tabel 4.1 Tanggapan Responden Mengenai Tangibles ......................................71 Tabel 4.2 Tanggapan Responden Mengenai Empathy ........................................73 Tabel 4.3 Tanggapan Responden Mengenai Responsiveness .............................76 Tabel 4.4 Tanggapan Responden Mengenai Reliability .....................................78 Tabel 4.5 Tanggapan Responden Mengenai Assurance .....................................80 Tabel 4.6 Tanggapan Responden Mengenai Kualitas Pelayanan .......................83 Tabel 4.7 Tanggapan Responden Mengenai Kepuasan Konsumen ....................85 Tabel 4.8 Hasil One-Sample Kolmogorov-Smirnov Test ...................................90 Tabel 4.9 Hasil Uji Multikolineritas ...................................................................91 Tabel 4.10 Hasil Uji Regresi Berganda ..............................................................93 Tabel 4.11 Hasil Uji T .........................................................................................95 Tabel 4.12 Hasil Uji F .........................................................................................97 Tabel 4.13 Hasil Uji Koefisien Determinasi (R2) ...............................................98
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DAFTAR GAMBAR
Gambar 1.1 Logo Resmi Graha Wisata TMII Jakarta ........................................2 Gambar 1.2 Struktur Organisasi Graha Wisata TMII Jakarta .............................4 Gambar 2.1 Konsep Pemasaran ..........................................................................16 Gambar 2.2 Konsep Kepuasan Konsumen..........................................................23 Gambar 2.3 Kerangka Pemikiran ........................................................................40 Gambar 3.1 Tahapan Penelitian ..........................................................................48 Gambar 3.2 Garis Kontinum ...............................................................................58 Gambar 4.1 Karakteristik Berdasarkan Jenis Kelamin .......................................67 Gambar 4.2 Karakteristik Berdasarkan Usia .......................................................68 Gambar 4.3 Karakteristik Berdasarkan Pekerjaan ..............................................69 Gambar 4.4 Presentase Garis Kontinum Tangibles ............................................72 Gambar 4.5 Presentase Garis Kontinum Empathy ..............................................75 Gambar 4.6 Presentase Garis Kontinum Responsiveness ...................................77 Gambar 4.7 Presentase Garis Kontinum Reliability ...........................................80 Gambar 4.8 Presentase Garis Kontinum Assurance ...........................................82 Gambar 4.9 Presentase Garis Kontinum Kualitas Pelayanan .............................84 Gambar 4.10 Presentase Garis Kontinum Kepuasan Konsumen ........................88 Gambar 4.11 Grafik Normal Probability Plot ....................................................89 Gambar 4.12 Grafik Scatterplot ..........................................................................92
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DAFTAR LAMPIRAN
Lampiran 1 Kuisioner Penelitian Lampiran 2 Hasil Wawancara Lampiran 3 Hasil Kuisioner Lampiran 4 Hasil Kuisioner (MSI) Lampiran 5 Hasil Uji Validitas dan Reliabilitas
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