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http://repository.ipb.ac.id/handle/123456789/156863
Title: | Analisis Kepuasan Konsumen Terhadap Kualitas Pelayanan di Kebun Anggur Bakung Cigentur Kabupaten Bandung |
Other Titles: | Customer Satisfaction Analysis of Service Quality at Bakung Cigentur Grape Farm Bandung Regency |
Authors: | Dewi, Febriantina Aldisya, Nada |
Issue Date: | 2024 |
Publisher: | IPB University |
Abstract: | Kebun Anggur Bakung Cigentur yaitu agrowisata petik dan edukasi buah
anggur sejak tahun 2020. Meskipun wisata baru, namun memiliki varietas beragam,
bahkan buah yang sulit tumbuh di Indonesia dapat tumbuh subur. Penjualan buah
anggur, hanya dijual kepada konsumen yang datang, sedangkan pada tahun 2022
hanya memiliki 994 pengunjung, jumlah tersebut paling sedikit dari agrowisata
yang berada di Kabupaten Bandung Timur, maka dilakukan penerapan pelayanan
baru yaitu bukti fisik, daya tanggap, empati, keandalan dan jaminan agar konsumen
merasa puas. Penelitian dilakukan untuk melihat bagaimana kondisi perusahaan
setelah penerapan pelayanan baru dan bagaimana persepsi serta pengaruh kualitas
pelayanan terhadap kepuasan konsumen. Metode yang digunakan yaitu nonprobability sampling dengan teknik purposive sampling. Berdasarkan hasil analisis
persepsi dan pengujian menggunakan regresi linear berganda, bahwa variabel
jaminan, daya tanggap dan keandalan memiliki rata-rata persepsi yang baik dan
berpengaruh signifikan terhadap kepuasan konsumen, sedangkan bukti fisik dan
empati memiliki rata-rata persepsi netral dan tidak berpengaruh signifikan terhadap
kepuasan konsumen. Pelayanan baru juga berdampak terhadap kenaikan penjualan. Bakung Cigentur Grape Garden is an agritourism picking and grape education since 2020. Despite being a new attraction, it features a variety of grape varieties and even grapes that are difficult to grow in Indonesia can thrive. Grape sales only for consumers visit the garden. In 2022, Bakung Cigentur had only 994 visitors, the lowest among agritourism sites in East Bandung Regency. Therefore, new service implementations were carried out, including tangible, responsiveness, empathy, reliability, and assurance to ensure customer satisfaction. This research aims to assess the company’s condition after implementing these services and examine the perception and effect of the service quality on customer satisfaction. The research method used was non-probability sampling with purposive sampling techniques. Based on the perception analysis and multiple linear regression testing, it was found that assurance, responsiveness, and reliability variables had good perceptions and a significant effect. Tangible and empathy had neutral perceptions and did not have a significant effect on customer satisfaction. The new service also has an impact on the increase in sales. |
URI: | http://repository.ipb.ac.id/handle/123456789/156863 |
Appears in Collections: | UT - Agribusiness Management |
Files in This Item:
File | Description | Size | Format | |
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cover_J1310201034_001fafcf55f549a58135796b6260045b.pdf | Cover | 754.58 kB | Adobe PDF | View/Open |
fulltext_J1310201034_244e04bf4bb64f56925c4b0c6d71e069.pdf Restricted Access | Fulltext | 1.44 MB | Adobe PDF | View/Open |
lampiran_J1310201034_8b59a3df76384a1d87f0657bddbf4741.pdf Restricted Access | Lampiran | 1.46 MB | Adobe PDF | View/Open |
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