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

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.