Rekomendasi Peningkatan Kualitas Layanan Outbound Berdasarkan Analisis Kepuasan Pengunjung di The Highland Park Resort Bogor

Abstract

Kegiatan outbound berpotensi meningkatkan kepuasasan pengunjung apabila dilaksanakan dengan layanan yang baik, namun keluhan terkait kualitas layanan outbound di The Highland Park Resort Bogor menunjukan adanya kegagalan pelaksanaan layanan secara baik. Penelitian ini bertujuan untuk merancang rekomendasi peningkatan layanan, berdasarkan area-area kualitas layanan outbound yang memiliki pengaruh paling signifikan dan persentase skor terendah. Populasi penelitian yang digunakan yaitu jumlah pengunjung selama periode Juni-Juli 2025 sebanyak 7.604 kunjungan dengan jumlah sampel sejumlah 100 responden dengan jenis sampel purposive sampling. Metode analisis data yang digunakan yaitu regresi linier berganda. Hasil penelitian menunjukkan variabel jaminan berpengaruh paling tinggi dengan koefisien sebesar 0,310, sedangkan indikator X2.5 pada keandalan sebesar 62,6% dan indikator X5.2 pada empati sebesar 64,8% menjadikannya skor terendah, rekomendasi peningkatan kualitas layanan outbound melalui variabel jaminan dan indikator keandalan dan empati akan meningkatkat kepuasan pengunjung secara signifikan.

Outbound activities have the potential to increase visitor satisfaction if implemented with good service, however, complaints regarding the quality of outbound services at The Highland Park Resort Bogor indicate a failure in implementing the service properly. This study aims to analyze the influence and design recommendations for service improvement, based on the areas of outbound service quality that have the most significant influence and the lowest percentage score. The research population used was the number of visitors during the period of June-July 2025 as many as 7,604 visits with a sample of 100 respondents with a purposive sampling type. The data analysis method used was multiple linear regression. The results showed that the assurance variable had the highest influence with a coefficient of 0.310, while the X2.5 indicator on reliability was 62.6% and the X5.2 indicator on empathy was 64.8% making it the lowest score, recommendations for improving the quality of outbound services through the assurance variable and the reliability and empathy indicators will significantly increase visitor satisfaction.