DAFTAR ISI

ABSTRAK ..................................................................................................................... i
ABSTRACT ................................................................................................................... ii
KATA PENGANTAR ..................................................................................................iii
UCAPAN TERIMA KASIH ........................................................................................iv
DAFTAR ISI..................................................................................................................vii
DAFTAR TABEL .........................................................................................................xi
DAFTAR GAMBAR .....................................................................................................xiv
BAB 1 PENDAHULUAN
1.1
Latar Belakang Penelitian ................................................................................1
1.2
Rumusan Masalah .............................................................................................11
1.3
Tujuan Penelitian ..............................................................................................12
1.4
Kegunaan Penelitian .........................................................................................12
BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN DAN HIPOTESIS
2.1
Kajian Pustaka ................................................................................................14
2.1.1 Konsep Kepariwisataan .............................................................................14
2.1.1.1 Konsep Hotel............................................................................14
2.1.2 Customer Value Creation ........................................................................16
2.1.2.1 Customer Value Creation Bagian Dari Strategi Pemasaran ........16
2.1.2.2 Definisi Customer Value Creation...............................................19
2.1.2.3 Dimensi Customer Value Creation. .............................................23
2.1.3 Definisi Kepuasan Pelanggan. ..................................................................25
2.1.3.1 Manfaat Kepuasan Pelanggan. .....................................................28
2.1.3.2 Metode Pengukuran Kepuasan Pelanggan. ..................................31
2.1.4 Pengaruh Customer Value Creation terhadap Kepuasan Pelanggan.........35
2.1.5 Orisinalitas Penelitian. ..............................................................................37
2.2
Kerangka Pemikiran...........................................................................................39
2.3
Hipotesis .........................................................................................................44
BAB III OBJEK DAN METODE PENELITIAN
3.1
Objek Penelitian .................................................................................................46
3.2
Metode Penelitian ..............................................................................................46
3.2.1 Jenis Penelitian dan Metode yang digunakan .........................................46
3.2.2 Operasionalisasi Variabel .....................................................................47
3.2.3 Jenis dan Sumber Data ..........................................................................55
3.2.4 Populasi, Sampel, dan Teknik Sampling ..............................................56
3.2.4.1 Populasi..................................................................................56
3.2.4.2 Sampel ...................................................................................57
3.2.4.3 Teknik Sampling ....................................................................60
3.2.5 Teknik Pengumpulan Data....................... .............................................61
3.2.6 Pengujian Validitas dan Reliabilitas...... ...............................................63
3.2.6.1 Hasil Pengujian Validitas .........................................................63
3.2.6.2 Hasil Pengujian Reliabilitas ......................................................81
3.2.7 Rancangan Analisis Data........................ ..............................................83
3.2.7.1 Rancangan Analisis Data Deskriptif .........................................83
3.2.7.2 Pengujian Hipotesis ...................................................................84
BAB IV HASIL DAN PEMBAHASAN
4.1 Profil Perusahaan dan Tamu Anggrek Shopping Hotel .......................................92
4.1.1 Profil Perusahaan ........................................................................................92
4.1.1.1 Identitas Perusahaan ......................................................................90
Shening Rosiana Rampen, 2013
Pengaruh Customer Value Creation terhadap Kepuasan Pelanggan Anggrek Shopping Hotel
Bandung (Survei pada Tamu yang Menginap di Anggrek Shopping Hotel Bandung)
Universitas Pendidikan Indonesia | repository.upi.edu| perpustakaan.upi.edu

4.1.1.2 Sejarah Singkat Perusahaan ..........................................................93

4.1.1.3 Produk dan Jasa yang ditawarkan .................................................94
4.1.1.4 Pelaksanaan Customer Value Creation dan Kepuasan
Pelanggan Anggrek Shopping Hotel..............................................97
4.1.2 Profil Tamu Anggrek Shopping Hotel ........................................................99
4.1.2.1 Profil Berdasarkan Tujuan Tamu Menginap ................................99
4.1.2.2 Jenis Kelamin dan Usia Dikaitkan dengan Tujuan Tamu
Menginap ....................................................................................101
4.1.2.3 Pendidikan Terakhir dan Pekerjaan Dikaitkan dengan
Tujuan Tamu Menginap ..............................................................104
4.1.2.4 Jenis Kamar dan Penghasilan Dikaitkan dengan
Tujuan Tamu Menginap ..............................................................106
4.1.2.5 Rata-Rata Tamu Menginap dalam Setahun dan Lama
Menginap Dikaitkan dengan Tujuan Tamu Menginap ...............108
4.1.2.6 Asal Daerah dan Alasan Tamu Memilih Anggrek Shopping
Hotel Dikaitkan Dengan Tujuan Tamu Menginap .....................111
4.2 Tanggapan Tamu yang Menginap terhadap Customer Value Creation ...............111
4.2.1 Customer Value Creation ..........................................................................113
4.2.2 Dimensi-Dimensi Customer Value Creation .............................................115
4.2.2.1 Functional Value/Instrumental Value .........................................115
4.2.2.2 Cost/Sacrifice Value ....................................................................120
4.2.2.3 Experential/Hedonic Value .........................................................121
4.2.2.4 Rekapitulasi Dimensi Customer Value Creation
Anggrek Shopping Hotel ............................................................124
4.3 Tanggapan Tamu Anggrek Shopping Hotel terhadap Kepuasan
Tamu Anggrek Shopping Hotel ............................................................................125
4.3.1 Kepuasan Tamu Anggrek Shopping Hotel ................................................125
4.3.2 Dimensi-Dimensi Kepuasan Tamu ............................................................127
4.3.2.1 Functional Value/Instrumental Value ............................................127
4.3.2.2 Cost/Sacrifice Value .......................................................................130
4.3.2.3 Experential/Hedonic Value ............................................................132
4.3.2.4 Posisi Masing-Masing Indikator Customer Value Creation
terhadap Kepuasan Pelanggan .......................................................135
4.3.2.5 Rekapitulasi Dimensi Kepuasan Pelanggan ...................................142
4.5 Pengaruh Customer Value Creation terhadap Kepuasan Pelanggan
Anggrek Shopping Hotel ......................................................................................144
4.6 Implikasi Hasil Temuan Penelitian ....................................................................147
4.6.1 Temuan Penelitian Bersifat Teoritik ..........................................................149
4.6.2 Temuan Penelitian Bersifat Empirik ..........................................................150
BAB V KESIMPULAN DAN REKOMENDASI
5.1 Kesimpulan ........................................................................................................153
5.2 Rekomendasi ........................................................................................................155
DAFTAR PUSTAKA ...................................................................................................156
LAMPIRAN ...................................................................................................................163

Shening Rosiana Rampen, 2013

Pengaruh Customer Value Creation terhadap Kepuasan Pelanggan Anggrek Shopping Hotel
Bandung (Survei pada Tamu yang Menginap di Anggrek Shopping Hotel Bandung)
Universitas Pendidikan Indonesia | repository.upi.edu| perpustakaan.upi.edu

DAFTAR TABEL
No.
Tabel

Judul

1.1

Perkembangan Wisatawan Mancanegara Tahun 2009-2012..........................

1.2

Perkembangan TPK Hotel Bintang di Bandung Tahun 2009-2012...............

1.3

Room occupancy Hotel Anggrek Golden Tahun 2006-2008..........................

1.4

Room occupancy Anggrek Shopping Hotel Bandung Tahun 2009-2012...

1.5

Very Important Person (VIP) Requisition Anggrek Shopping Hotel

Bandung.........................................................................................................

2.1

Definisi Customer Value Creation.................................................................

2.2

Definisi Kepuasan Pelanggan.........................................................................

2.3

Penelitian Terdahulu yang Berkaitan dengan Customer Value Creation

Terhadap Kepuasan Pelanggan.......................................................................

3.1

Operasional Variabel......................................................................................

3.2

Jenis dan Sumber Data....................................................................................

3.3

Populasi Anggrek Shopping Hotel Bandung..................................................

Pembagian Jumlah Jenis Tamu Menggunakan Teknik Proportionate
Stratified Random Sampling Tahun 2013

3.4
3.5

Interprestasi Besarnya Koefisien Korelasi......................................................

3.6

Hasil Uji Validitas Instrumen Penelitian........................................................

3.7

Hasil Uji Validitas Instrumen Penelitian Setelah di Trimming......................

3.8

Hasil Uji Realibilitas Instrumen Penelitian....................................................

4.1

Alternatif Jawaban Menurut Skala Linkert.....................................................

4.2

Jenis Kamar Anggrek Shopping Hotel Bandung Tahun 2013........................

4.3

Jenis Meeting Package Anggrek Shopping Hotel Bandung Tahun 2013.......

4.4

Startegi Customer value Creation Anggrek Shopping Hotel Bandung..........

4.5

Karakteristik Tujuan Tamu Menginap di Anggrek Shopping Hotel .............

Shening Rosiana Rampen, 2013

Pengaruh Customer Value Creation terhadap Kepuasan Pelanggan Anggrek Shopping Hotel
Bandung (Survei pada Tamu yang Menginap di Anggrek Shopping Hotel Bandung)
Universitas Pendidikan Indonesia | repository.upi.edu| perpustakaan.upi.edu

Hal.
2
4
5
6
10
20
26
37
48
55
56
61
64
65
73
82
84
95
96
96
100

No.
Tabel

Judul

Hal.

4.5

Jenis Kelamin dan Usia Dikaitkan dengan Tujuan Tamu Mengnap..............

102

4.6

Pendidikan Terakhir dan Pekerjaan Dikaitkan dengan Tujuan Tamu

Menginap..........................................................................................................

104

4.7

Jenis Kamar dan Penghasilan Dikaitkan dengan Tujuan Tamu Menginap.....

4.8

Rata-Rata Tamu Menginap dalam Setahun dan Lama Menginap Dikaitkan

dengan Tujuan Tamu Menginap......................................................................

106

4.9

Asal Daerah dan Alasan Tamu Memilih Dikaitkan Dikaitkan dengan

Tujuan Tamu Menginap...................................................................................

109

4.10

Tanggapan Tamu Anggrek Shopping Hotel Bandung Terhadap

Functional/Instrumental Value........................................................................

113

4.11

Tanggapan Tamu Anggrek Shopping Hotel Bandung Terhadap

Cost/Sacrifice Value.........................................................................................

118

4.12

Tanggapan Tamu Anggrek Shopping Hotel Bandung Terhadap

Experential/Hedonic Value..............................................................................

120

4.13

Rekapitulasi Tanggapan Tamu terhadap Customer Value Creation Anggrek

Shopping Hotel Bandung.................................................................................

123

4.14

Kepuasaan Tamu Anggrek Shopping Hotel Bandung terhadap

Functional/Instrumental Value........................................................................

125

4.15

Kepuasaan Tamu Anggrek Shopping Hotel Bandung terhadap

Cost/Sacrifice Value.........................................................................................

129

4.16

Kepuasaan Tamu Anggrek Shopping Hotel Bandung terhadap

Experential/Hedonic Value..............................................................................

130

4.17

Perhitungan Rata-Rata Skor Penilaian Perceived dan Expectation Mengenai

Indikator Customer Value creation..................................................................

134

4.18

Penafsiran Menurut Diagram Kartesius terhadap Customer Value Creation..

4.19

Rekapitulasi Kepuasan Tamu Atas Customer Value Creation di Anggrek

Shopping Hotel Bandung.................................................................................

4.20

Kriteria Nilai Customer Satisfaction Index......................................................

4.21

Matrik Korelasi Antara Sub Variabel Customer Value creation dengan

Kepuasan Pelanggan Anggrek Shopping Hotel Bandung................................

Shening Rosiana Rampen, 2013

Pengaruh Customer Value Creation terhadap Kepuasan Pelanggan Anggrek Shopping Hotel
Bandung (Survei pada Tamu yang Menginap di Anggrek Shopping Hotel Bandung)
Universitas Pendidikan Indonesia | repository.upi.edu| perpustakaan.upi.edu

106

136
141
141
142

No.
Tabel

Judul

4.22 Uji Anova (Uji F).............................................................................................

Ha
4.23 Hasil Pengujian Koefisien Jalur, Pengaruh Langsung dan Tidak Langsung
Customer Value Creation terhadap Kepuasan Tamu yang Menginap di
Anggrek Shopping Hotel Bandung..................................................................

Shening Rosiana Rampen, 2013

Pengaruh Customer Value Creation terhadap Kepuasan Pelanggan Anggrek Shopping Hotel
Bandung (Survei pada Tamu yang Menginap di Anggrek Shopping Hotel Bandung)
Universitas Pendidikan Indonesia | repository.upi.edu| perpustakaan.upi.edu

Hal.
143
145

DAFTAR GAMBAR
No.
Gambar

Judul

Hal.

1.1

Overall Score Guest Comment Anggrek Shopping Hotel Bandung Tahun

2011-2012............................................................................................................

2.1

Proses Pemasaran Model Sederhana...................................................................

2.2

Strategy Marketing (Operasional Marketing).....................................................

2.3

Hasil yang Diperoleh Dari Penciptaan Nilai (Value Creation)...........................

2.4

Performance Measure Reflecting Long-Term Profitability................................

2.5

Model Kepuasan/Ketidakpuasan Pelanggan.......................................................

2.6

Kerangka pemikiran Customer Value Creation terhadap Kepuasan Pelanggan.

2.7

Paradigma Penelitian Customer Value Creation terhadap Kepuasan Pelanggan

3.1

Struktual Kausal antara X dan Y.........................................................................

3.2

Diagram Jalur Hipotesis......................................................................................

3.3

Jalur Sub Struktual Hipotesis..............................................................................

4.1

Variabel Customer Value Creation pada Garis Kontinum..................................

4.2

Penafsiran Menurut Diagram Kartesius Customer Value Creation terhadap

Kepuasan Pelanggan............................................................................................

4.3

Diagram Jalur Pengujian Hipotesis X terhadap Y...............................................

Shening Rosiana Rampen, 2013

Pengaruh Customer Value Creation terhadap Kepuasan Pelanggan Anggrek Shopping Hotel
Bandung (Survei pada Tamu yang Menginap di Anggrek Shopping Hotel Bandung)
Universitas Pendidikan Indonesia | repository.upi.edu| perpustakaan.upi.edu

14
16
18
29
34
42
43
84
85
86
112
135
144