Analisis Kualitas Pelayanan Agrowisata Sabs Creative Space Terhadap Kepuasan Konsumen di Sabila Farm

Abstract

Sabila Farm merupakan perusahaan perkebunan hortikultura dan agrowisata di Kabupaten Sleman, DIY. Agrowisata Sabs Creative Space merupakan inovasi pengembangan unit bisnis rekreasi di Sabila Farm sebagai sarana rekreasi dan edukasi melalui kegiatan berkarya. Penelitian bertujuan untuk menganalisis kualitas pelayanan terhadap kepuasan konsumen, merumuskan implikasi manajerial, serta profitabilitas bisnis. Metode analisis penelitian ini, meliputi analisis deskriptif, model SERVQUAL, serta R/C ratio. Hasil penelitian menunjukkan variabel kualitas pelayanan, yaitu reliability, responsiveness, assurance, dan emphaty berpengaruh signifikan terhadap kepuasan konsumen, sedangkan variabel tangibles tidak berpengaruh terhadap kepuasan konsumen. Indeks kepuasan konsumen menujukkan bahwa konsumen merasa puas atas kualitas pelayanan dengan rata-rata persentase aktual SERVQUAL Score sebesar 102%. Inovasi agrowisata Sabs Creative Space layak dijalankan karena memiliki profitabilitas positif dengan nilai R/C ratio sebesar 1,43.

Sabila Farm is a horticultural plantation and agro-tourism company in Sleman Regency, Yogyakarta. Sabs Creative Space Agrotourism is an innovative development of the recreation business unit at Sabila Farm as a means of recreation and education through creative activities. The research aims to analyze service quality on customer satisfaction, formulate managerial implications, and business profitability. This research analysis method includes descriptive analysis, SERVQUAL model, and R/C ratio. The results showed that service quality variables, namely reliability, responsiveness, assurance, and empathy have a significant effect on customer satisfaction, while tangibles variables have no effect on customer satisfaction. The customer satisfaction index shows that consumers are satisfied with the quality of service with an average actual percentage of SERVQUAL Score of 102%. Sabs Creative Space agro-tourism innovation is feasible because it has positive profitability with an R/C ratio value of 1,43.