FAKTOR PENENTU KEPUASAN DAN KETIDAKPUASAN KONSUMEN PADA INTERNATIONAL AIRPORT HOTELS DI BANDARA SOEKARNO HATTA TANGERANG

Rachel Dyah Wiastuti, Riyanti Teresa Tirto

Abstract


Tujuan penelitian ini adalah untuk mengetahui faktor kepuasan dan faktor ketidakpuasan konsumen terhadap International Airport Hotel di Bandara Soekarno Hatta Tangerang berdasarkan situs TripAdvisor dan Expedia.Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik analisis isi. Terdapat empat hotel yang menjadi objek penelitian, yaitu Bandara International Hotel, Swiss-Belhotel Airport Jakarta, Ibis Style Jakarta Airport, Ibis Budget Jakarta Airport. Teknik analisis isi dilakukan dengan menganalisis 534 ulasan yang mewakili kepuasan konsumen dan 112 ulasan yang mewakili ketidakpuasan konsumen, yang didapatkan dari dua platform hotel yaitu TripAdvisor dan Expedia. Hasil penelitian menjabarkan bahwa terdapat 12 faktor yang menentukan kepuasan konsumen yaitu fasilitas, lokasi, kualitas kamar, produk makanan dan minuman, kebersihan, kualitas pelayanan, nilai, desain, internet, suasana dan program keanggotaan. Faktor utama penentu kepuasan yaitu fasilitas terdiri dari layanan antar jemput gratis ke bandara, layanan antar ke pusat perbelanjaan, kolam renang dan restoran yang sesuai harapan.Sedangkan faktor yang menentukan ketidakpuasan konsumen terdiri dari 11 faktor yaitu kualitas kamar, kebersihan, karyawan, produk makanan dan minuman, masalah operasional, kualitas pelayana, fasilitas, nilai, penagihan, harga dan kegunaan produk. Faktor utama penentu ketidakpuasan yaitu kualitas kamar terdiri dari amenitiesyangtidak lengkap, fasilitas dan ukuran kamar tidak sesuai harapan dan kamar yang tidak kedap suara.Penelitian ini memberikan kontribusi bahwa ulasan pada media online dapat memberikan informasi bagi pihak manajemen hotel untuk mengenai faktor yang menyebabkan tamu puas dan tidak puas, sehingga dapat menjadi kajian untuk meningkatkan kinerja hotel.

 

Kata Kunci: Faktor Kepuasan, Faktor Ketidakpuasan, Airport Hotel, Atribut Hotel

 

 

ABSTRACT:

The purpose of this study is to determine the consumer satisfaction factors and dissatisfaction factors for International Airport Hotel in Soekarno Hatta Airport Tangerang based on TripAdvisor and Expedia sites. This research uses descriptive qualitative approach with content analysis. There are four hotels as research objects; International Airport Hotel, Swiss-Belhotel Airport Jakarta, Ibis Style Jakarta Airport, Ibis Budget Jakarta Airport. Content analysis techniques were conduct by analyzing 534 ulasan representing consumer satisfaction and 112 ulasan representing consumer dissatisfaction, obtained from two hotel platforms; TripAdvisor and Expedia. Plagiarsm checking is also done using TurnItIn software. The result of research shows that there are 12 factors that determine consumer satisfaction; facility, location, room quality, food and beverage product, hygiene, service quality, value, design, internet, atmosphere and membership program. The main factors determining the satisfaction of the facility consists of free shuttle service to the airport, shuttle service to the shopping center, swimming pool and restaurant. While, the factors that determine consumer dissatisfaction consists of 11 factors; room quality, cleanliness, employees, food products and beverages, operational issues, service quality, facilities, value, billing, pricing and product usability. The main factor determining the dissatisfaction of room quality consists of incomplete amenities, facilities and room size is not as expected and rooms are not soundproof. This study contributes that ulasan on online media can provide valuable information for the hotel management to determine the consumer satisfiers and dissatisfies factors, in order to improve hotel performance. 

Keywords: Satisfaction Factors, Dissatisfaction Factors, Airport Hotel, Hotel Attributes


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DOI: http://dx.doi.org/10.30813/ncci.v0i0.1210

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