Pengaruh Kualitas Layanan dan Harga terhadap Kepuasan Pelanggan Taman Impian Jaya Ancol

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Published: Oct 31, 2024
DOI: https://doi.org/10.24912/jmk.v6i4.32745
Keywords:
kepuasan pelanggan kualitas layanan harga customer satisfaction service quality price

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Mario Natanael Jonathan
Universitas Tarumanagara
Carunia Mulya Firdausy
Universitas Tarumanagara
Richard Andrew
Universitas Tarumanagara

Abstract

Penelitian ini bertujuan untuk mengevaluasi pengaruh kualitas layanan dan harga tiket terhadap kepuasan pelanggan di Taman Impian Jaya Ancol, Jakarta. Hal ini penting mengingat insiden keamanan yang terjadi baru-baru ini dan penutupan penjualan tiket yang menimbulkan kekhawatiran tentang kepuasan pelanggan. Studi ini menggunakan pendekatan kuantitatif dan menganalisis data dari 100 responden yang telah berkunjung ke Ancol, menggunakan teknik purposive sampling dan PLS-SEM untuk analisis statistik. Hasil menunjukkan bahwa kualitas layanan dan harga tiket berpengaruh signifikan terhadap kepuasan pelanggan. Ini menekankan pentingnya kedua faktor tersebut dalam industri hiburan dan pariwisata. Dalam konteks teori perilaku terencana, sikap pengunjung terhadap kualitas layanan dan harga mempengaruhi keputusan mereka untuk mengunjungi kembali atau merekomendasikan Ancol. Kualitas layanan didefinisikan sebagai kemampuan penyedia layanan untuk memenuhi atau melampaui ekspektasi pelanggan, sedangkan harga diartikan sebagai nilai moneter yang dikaitkan dengan transaksi pembelian. Penelitian ini menyimpulkan bahwa untuk mempertahankan dan meningkatkan kepuasan pelanggan, manajemen Taman Impian Jaya Ancol harus memperbarui dan meningkatkan kualitas layanan Taman Impian Jaya Ancol. Selain itu, penelitian ini merekomendasikan penggunaan probability sampling untuk penelitian selanjutnya dan menambahkan variabel seperti kompatibilitas layanan dan jaminan keamanan. Kesimpulan ini berkontribusi pada pemahaman yang lebih mendalam tentang faktor-faktor yang mempengaruhi kepuasan pelanggan di taman hiburan, khususnya dalam konteks yang ditandai oleh insiden keamanan yang merugikan.
 

This research aims to evaluate the impact of service quality and ticket price on customer satisfaction at Taman Impian Jaya Ancol, Jakarta. This is crucial considering the recent security incidents and ticket sales closures that have raised concerns about customer satisfaction. This study uses a quantitative approach and analyzes data from 100 respondents who have visited Ancol, employing purposive sampling techniques and PLS-SEM for statistical analysis. The results show that both service quality and ticket price significantly influence customer satisfaction. This emphasizes the importance of these two factors in the entertainment and tourism industry. In the context of the theory of planned behavior, visitors' attitudes towards service quality and price influence their decision to revisit or recommend Ancol. Service quality is defined as the ability of the service provider to meet or exceed customer expectations, while price is interpreted as the monetary value associated with the purchase transaction. This study concludes that to maintain and enhance customer satisfaction, the management of Taman Impian Jaya Ancol needs to update and improve Taman Impian Jaya Ancol service quality. Additionally, the study recommends the use of probability sampling for future research and the addition of variables such as service compatibility and security guarantees. These conclusions contribute to a deeper understanding of the factors that influence customer satisfaction in amusement parks, particularly in contexts marked by adverse security incidents.

Article Details

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Vol. 6 No. 4 (2024): Jurnal Manajerial dan Kewirausahaan
Section
Articles
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Author Biographies

Mario Natanael Jonathan, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

Carunia Mulya Firdausy, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

Richard Andrew, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

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