PENGARUH PERSEPSI KONSUMEN TENTANGKUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN(Studi pada Konsumen Hotel University inn UMM)

Kusuma Dewi, Ajeng Galih (2010) PENGARUH PERSEPSI KONSUMEN TENTANGKUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN(Studi pada Konsumen Hotel University inn UMM). Other thesis, University of Muhammadiyah Malang.

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Abstract

The existance of new hotel in Malang emerges a tight competition. Thus, every hotel shows its own distinctive feature wich can support to service. To get a special competitive quality service, each hotel management must be able to satisfy the customer. A lot of strategies is needed to applied continiously to the hotel management, especially hotel located in Malang, to improve the service quality. A hotel is service business which has a direct contact with it consumer, thus consumer satisfaction is an aim to achieve. A consumer who is satisfied and comfortable with the service is one of PR public on making a positive or good I,age to the company (Muslimin,2004:91). Therefore if public relation officer wants to create a good image to the company, she or he needs to observe the quality of service in order to fulfil the consumer satisfaction. Perception is a process which we organize an interpret a stimulus pattern on environment (Atkinson 1983:225). The stimulus pattern on this research is the service quality from the hotel management. The organizer and interpreter are the consumer. While service quality is how far the difference between reality and expectationof customer for the achievement of service (Parasuraman, et.all,1998 on Lupiyoadi, 2001:148). In this case, consumer perception about the service quality is how the consumer organize and interprete it which is served by the hotel service. There are 5 service quality elements which also the indication on this research. 1st tangibles is the capability to show its existence to the public (external side) through the performance and capability of facility and infrastructure. 2nd reliability is the capability to serve the consumer with committed service. 3rd reponsiveness is the capability to serve precise and perceptive service to consumer needs. 4th assurance is the capability perform hospitality and good manner of employee to convionce consumer trust and the last is empathy, the capability to make consumer as special individuals. Consumer satisfaction is a goal setting of hotel management. It refers to fulfilled exceeded customer expectation. This research uses survey method with quantitative approach. Besides, the research type is explanative research. Sampling technique uses quota-sampling technique, dan the sample used is 75 respondents from 568 population. To collect data, researcher uses questionnaire. While the data scaling used is Likert Scale. Simple linear regression analysis is used for analyzing data. From the research result, equation of Y = 12.180 + 0.0807X is obtained, which is interpreted that Y (consumers’ satisfaction) will be rise 0.087 units (to positive direction) for every one unit addition of X (perception on service quality). If there is no X variable, it means that Y value is 12.180. So, if consumers’ perception on service quality rises toward positive, hence consumers are more satisfy on the given services. And it is also obtained 67.6% in consumers’ perception variable on service quality giving contribution to consumers’ satisfaction variable. While its remains, 32.4%, is determined by other variables. Based on the discussion above, it is expected that the company give more attention on its service quality because a better service quality can alter consumers’ perception. The more positive consumers’ perception, the more satisfy consumers are. The consumers, who satisfy on the accepted services, are a guarantee for the company to make the consumers as its customer.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HC Economic History and Conditions
Divisions: Faculty of Social and Political Science > Department of Communication Sience
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 08 May 2012 02:37
Last Modified: 08 May 2012 02:37
URI: http://eprints.umm.ac.id/id/eprint/4591

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