Analysis of Service Quality, Price, and Promotion of Taman Wisata Alam (TWA) Gunung Tangkuban Perahu with Importance Performance Analysis (IPA) Method

  • Mela Nurlatifah Universitas Telkom
  • Trisha Gilang Saraswati Universitas Telkom Bandung
Keywords: service quality, price, promotion

Abstract

TWA Tangkuban Perahu is one of the leading destinations in West Java. Evidenced by the number of visitors who visited TWA Tangkuban Perahu. However, in 2016 to 2019 there was a decrease in the number of visitors and income received. In this regard, this research was conducted to study and analyze how to expect and improve the quality of services, prices, and promotions at TWA Tangkuban Perahu. This research uses quantitative methods with the type of descriptive research. Sampling uses non-probability sampling method of accidental sampling type, with the number of respondents as many as 100 people. The data analysis technique used is descriptive analysis and the importance performance analysis (IPA) method to find out which attributes are priorities for improvement and attributes whose performance must be approved. Based on the results of the study using descriptive analysis, it shows that the overall variable has a higher performance score than the expectation score, and the promotion variable has the lowest performance score compared to the service quality and price variables. For the results of the importance performance analysis (IPA) method, there are two indicators that correspond to quadrant A that must be corrected, twelve indicators in quadrant B whose performance has been successful, nine indicators in quadrant C that must be corrected, and one indicator depends on quadrant D which considered excessive.

References

Hasan, A. (2015). Tourism Marketing. Yogyakarta: CAPS (Center for Academic Publishing Service).
Hermawan, A. (2013). Komunikasi Pemasaran. Jakarta: Erlangga.
Kotler, P., & Amstrong, G. (2012). Prinsip-prinsip Pemasaran (13 ed., Vol. 1). Jakarta: Erlangga.
Kotler, P., & Keller, K. L. (2016). Marketing Management, Global Edition. Unite State: Pearson Education, Inc.
Lupiyoadi, R., & Hamdani, A. (2006). Manajemen Pemasaran Jasa. Jakarta: Salemba Empat.
Luturlean, B. S., Sukmadi, Kalsum, E. U., Maulina, L., & Arifin, D. (2019). Strategi Bisnis Pariwisata. Bandung: Humaniora.
Nugraha, R., Harsono, A., & Adianto, H. (2014). Usulan Peningkatan Kualitas Pelayanan Jasa pada Bengkel "X" Berdasarkan Hasil Matriks Importance Performance Analysis (Studi Kasus di Bengkel AHASS PD. Sumber Motor Karawang). Jurnal Online Institut Teknologi Nasional, 224.
Nursinggih, T. R. (2017). ANALISIS KEPUASAN PENGUNJUNG OBJEK WISATA UMBUL PONGGOK KLATEN DITINJAU DARI KUALITAS PELAYANAN, HARGA, DAN PROMOSI. Jurnal Ilmu Administrasi Bisnis, 7, 10.
Putri, R. S., & Safri, I. (2015). Pengaruh Promosi Penjualan dalam Meningkatkan Penjualan Mobil Mitsubishi pada PT. Pekan Perkasa Berlian Motor Pekanbaru. Jurnal Valuta, 303.
Rukayat, Y. (2018). Kualitas Pelayanan Publik Bidang Administrasi Kependudukan di Kecamatan Pasirjambu. Jurnal Ilmiah Magister Administrasi, 59.
Sari, E. P., Apriatni, & Widayanto. (2014). Analisis Tingkat Kepuasan Pelanggan Dilihat dari Dimensi Kualitas Pelayanan dan Harga PT. GARUDA INDONESIA AIRLINES (PERSERO), TBK KANTOR CABANG SEMARANG. Diponegoro Journal of Social and Politic, 3.
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: CV Alfabeta.
Zulkarnaen, W., & Amin, N. N. (2018). PENGARUH STRATEGI PENETAPAN HARGA TERHADAP KEPUASAN KONSUMEN. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128
Published
2020-09-05
How to Cite
Nurlatifah, M., & Saraswati, T. (2020). Analysis of Service Quality, Price, and Promotion of Taman Wisata Alam (TWA) Gunung Tangkuban Perahu with Importance Performance Analysis (IPA) Method. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 4(3), 167-177. https://doi.org/10.31955/mea.vol4.iss3.pp167-177