PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA TAMAN AGROWISATA SONDOKORO PTPN IX KARANGANYAR

Abstract

Abstract: This study aims to analyze the quality of service, customer satisfaction, and the influence of service quality on customer satisfaction on Agro Sondokoro. The basic method of research is descriptive. The method of determining the location of the research was done purposively by determining the sample using the acidental sampling method. Data analysis used are (1) Gap Service (2) Importance-Performance Analysis (3) Multiple Regression Analysis. The results of this study: (1) Gap Service is in a large gap which means to describe the performance of Sondokoro Agro tourism has not been in accordance with consumer expectations. (2) Importance-Performance Analysis (IPA) shows the service dimension is in quadrant A consists of Assurance dimension and Tangible proof, C quadrant consists of empathy (Emphaty), Awareness D consists of dimension of Reliability and Power Responsiveness (Responsiveness). (3) Multiple regression analysis shows the whole dimension of service quality significantly influence to consumer satisfaction, but individually dimension of Reliability, Assurance, and physical evidence (Tangible) which have real influence to satisfaction while responsiveness (Responsiveness ) And empathy (Emphaty) have no real effect.

Keywords: Agro-Tourism, Customer Satisfaction, Gap Service, Imporance- Performance Analysis, Multiple Regression, Service Quality.