Fauziah, Ivo (2018) Analisis Karakteristik Dan Kepuasan Pelanggan Untuk Meningkatkan Tingkat Hunianpada Wisma Balai Produksi Dan Informasi Audio Visual Surabaya. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Balai Produksi dan Informasi Audio Visual (BPIAV) memiliki sebuah aset berupa wisma. Harga sewa di wisma tersebut lebih rendah daripada wisma sejenis disekitarnya. Namun, tingkat okupansi tahunannya masih sangat rendah yaitu 5,4% (2015) dan 9,0% (2016). Sejak dibangun tahun 1989, wisma BPIAV belum pernah direnovasi sehingga kondisinya kurang layak. Tujuan dari penelitian ini adalah untuk mengetahui kepuasan pelanggan terhadap kualitas pelayanan yang ada, serta mengidentifikasi karakteristik pelanggan yang dilayani di wisma BPIAV.
Penelitian ini menggunakan pendekatandeskriptif dengan metode penelitian survei. Data sekunder berasal dari studi literatur dan laporan jumlah hunian.Data primer diperoleh melalui wawancara kepada pengelola wisma dan penyebaran kuesioner kepada pelanggan wisma untuk mengetahui tingkat kepuasannya. Survei kuesioner dilakukan terhadap 70 responden yang dipilih dari 233 populasi pelanggan melalui metodesimple random sampling. Analisis karakteristik pelanggan dilakukan pada variabel demografis, geografis, psikografis, dan perilaku. Sedangkan variabel bauran pemasaran (product, price, place, promotion, people, process dan physical evidence) digunakan dalam analisis kepuasan pelanggan. Data dianalisa dengan analisis gapdan metode Importance -Performance Analysis (IPA).
Hasil penelitian menunjukkan sebagian besar pelanggan (61%) memiliki tujuan melakukan diklat dan sudah merasa puas dengan luasan ruang kamar wisma. Atribut-atribut yang termasuk kedalam kuadran A sebagai prioritas utama perbaikan adalah fasilitas wi-fi (mendukung kegiatan diklat), fasilitas pengaman kondisi darurat (menambah rasa aman pelangan yang menginap dalam jangka waktu lama), fasilitas dan furnitur kamar (sebagian perlu perbaikanuntuk kemanan menyimpan barang), serta penawaran menarik dengan adanya potongan harga.Kegiatan pemasaran lewat iklan dan promosi dapat membantu penyebaran informasi sehingga dapat meningkatkan jumlah hunian wisma.
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Balai Produksi dan Informasi Audio Visual (BPIAV) has an asset used as a hostel. This hostel has the cheapest rate among other nearest hotels, but the annual occupancy rate is still too low at 5,4% (2015) and 9.0% (2016). Since constructed in 1989, the hostel building has never been renovated and lead to its improper condition. The main objective of this tudy is to measure customer satisfaction on service quality and to identify the customer characteristic on wisma BPIAV.
This research uses descriptive analysis approach with survey research method. Secondary datasare collected from literature studies and management reports. Primary data are obtained through interview to the hostel manager and questionnaire surveyto the customers. 70 respodents were choosed from the population of 233 customers with simple random sampling methods. The customer characteristic is analyzed trough demographic, geographic, psychographic and behavioral variables. While the mix marketing variables, i.e. 7P (product, price, place, promotion, people, process and physical evidence) are used in customer satisfaction analysis. All datasare analyzed with gap analysis and Importance-Performance Analysis (IPA) method.
The results showed that most customers (61%) have the purpose of training, and majority satisfied with the width of the room space. Attributes that are identified in A quadrant, i.e. the main priority of improvement are the wi-fi facilities (to support training activities), emergency safety facilities (to ensure customer with long periods staying feel secure), facilities and room furniture (to support customer to store their goods), and also price discounts to attract more customers. Marketing approachtrough advertising and promotion will support the publication of information that can increase the number of residential homestead.
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | RTS 658.834 3 Fau a-1 3100018074911 |
| Uncontrolled Keywords: | kepuasan pelanggan, karakteristik pelanggan, tingkat hunian, Importance-Performance Analysis, Wisma Balai Produksi dan Informasi Audio Visual Surabaya |
| Subjects: | T Technology > TA Engineering (General). Civil engineering (General) |
| Divisions: | Faculty of Civil Engineering and Planning > Civil Engineering > 22101-(S2) Master Thesis |
| Depositing User: | Ivo Fauziah |
| Date Deposited: | 15 Mar 2018 02:50 |
| Last Modified: | 13 Jul 2020 08:04 |
| URI: | http://repository.its.ac.id/id/eprint/49969 |
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