PENGARUH STRATEGI DIFERENSIASI TERHADAP KEPUASAN PELANGGAN PITA MAHA A TJAMPUHAN RESORT & SPA DI UBUD
Tjokorda Gde Raka Sukawati
Jurusan Manajemen
Fakultas Ekonomi, Universitas Udayana, Denpasar
ABSTRACT
Every company which has their succeed in industry will use the point of sale to meet the customer need. The company will get the strategy of the competitive advantage and the high of profitability is when they focus on customer need, so it can impact the work of company. For a company who as move in hospitality industries to get the strategy of the competitive advantage and the high of profitability it is depend on the work of the company to make the strategy of diferentiation.
The result of research is used with double regression method and partial correlation to Hotel Pita Maha A Tjampuhan Resort & Spa, located at Tjampuhan Ubud, is showed that it is meet the customer satisfaction and special quality to compete other Hotel. It is influence to a variable diferentiation in service, such as : service diferentiation, service transfer and image diferentiation. The result is using with real standard of 5%, Whether it is included of three variable above or with partial method it showed that the variable is influence to all of significant for the customer satisfaction.
Key words : customer satisfaction and superiority in compete to other hotel, service
diferentiation and service transfer and image diferentiation
Jurusan Manajemen
Fakultas Ekonomi, Universitas Udayana, Denpasar
ABSTRACT
Every company which has their succeed in industry will use the point of sale to meet the customer need. The company will get the strategy of the competitive advantage and the high of profitability is when they focus on customer need, so it can impact the work of company. For a company who as move in hospitality industries to get the strategy of the competitive advantage and the high of profitability it is depend on the work of the company to make the strategy of diferentiation.
The result of research is used with double regression method and partial correlation to Hotel Pita Maha A Tjampuhan Resort & Spa, located at Tjampuhan Ubud, is showed that it is meet the customer satisfaction and special quality to compete other Hotel. It is influence to a variable diferentiation in service, such as : service diferentiation, service transfer and image diferentiation. The result is using with real standard of 5%, Whether it is included of three variable above or with partial method it showed that the variable is influence to all of significant for the customer satisfaction.
Key words : customer satisfaction and superiority in compete to other hotel, service
diferentiation and service transfer and image diferentiation
ABSTRAK
Perusahaan yang berhasil akan menggunakan kompetensi inti untuk memuaskankebutuhan konsumen. Daya saing strategis dan profitabilitas tinggi dicapai apabila tindakan strategis perusahaan selalu berfokus pada pelanggan sehingga dapat memberikan dampak yang besar pada kinerja perusahaan. Bagi perusahaan yang bergerak di industri jasa, kemampuan perusahaan dalam meraih daya saing strategis dan tingkat profitabilitas yang tinggi sangat bergantung pada kemampuan perusahaan dalam merancang strategi diferensiasinya. Demikian juga Hotel Pitamaha A Tjampuhan Resort & Spa melakukan strategi diferensiasi dalam rangka memberikan kepuasan kepada konsumen dan mencapai keunggulan bersaing.
Hasil penelitian yang dilakukan dengan menggunakan metode regresi berganda dan korelasi parsial terhadap Hotel Pitamaha A Tjampuhan Resort & Spa, yang berlokasi di Tjampuhan, Ubud menunjukkan bahwa kepuasan konsumen dan keunggulan bersaing hotel ini dipengaruhi oleh variabel diferensiasi tawaran jasa, diferensiasi layanan atau penyerahan jasa, dan diferensiasi citra. Hasil analisis dengan menggunakan taraf nyata 5% menunjukkan bahwa ketiga variabel tersebut, baik secara keseluruhan maupun secara parsial, berpengaruh signifikan terhadap kepuasan konsumen.
Kata kunci : kepuasan konsumen dan keunggulan bersaing, diferensiasi tawaran jasa,
diferensiasi layanan atau penyerahan jasa, dan diferensiasi citra
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