ABSTRACT

Yanuari, C. Putro Asmoro. 2011. The Influence of Quality of Service on Visitor Loy alty Tourism of Park in Batu East Java. Thesis, Department of Management, Faculty of Economics, University of Malang. Advisors: (I) Drs. H. Gatot Is nani, M.Si. (II) Handri Dian W. S.Pd.,M.Sc. Keywords: Quality of Service, Visitors Loyalty In a tourism services company, consumers focus is important because the ex istance of a company would be meaningless without consumer (customers). In this c ase consumers is a major focus in the discussion about the quality of service. By pro viding field service this indicates that the provider prioritizes the company service excellence that are characteristic of the product, so t hat could eventually achieves customers satisfaction. The purpose of this study is to determine (1) Description of service quality (tangibles, reliability, responsiveness, a ssurance, and emphaty) and loyality of visitors of tourism Park Batu in East Java., (2) Partially effect of tangibles, reliability, responsiveness, assurance, and towards l oyalty of visitors in East Java Park Batu City, (3) The effect of tangibles, reliability, responsiveness, assurance, and emphaty simultaneously towards loyalty of visitors i n East Java Park Batu City, (4) Dimensions of dominant service quality that affect l oyalty of visitors of Batu Park in East Java tourism. The population in this study were all visitor attractions East Java Park and could not be determined amount or unlimited and samples obtained is 100 responde nts. The sampling technique used sampling techniques of accidental. Researchers us ed questionnaires using Likert scale (strongly agree, agree, quite agree, agree, and disagree) as a technique of data collection. The data analysis technique used is the a nalysis technique of multiple regression. The analysis of the data used consists of st atistical analysis descriptive, the classic assumption test, multiple linear regression, T test and F test. Test regression model in this study are normally distributed and did not occ ur multicollinearity and heteroscedasticity. For T test, all Ha are accepted and H0 is r ejected. For the F test, the variable relationship tangibles, reliability, responsiveness assurance, and emphaty jointly affect loyalty of visitors amounted to 66.5%. Based on the calculation of effective support it can be seen that sub variable of reliability has the most effective contribution of 16%. (1) Description of service quality based on answers from respondents, it can be concluded that the tourist attraction of East Java Park has a fairly good quality service, this can be seen from tangibles items by 69% of respondents answered agree, the reliability of 41% of respondents answered strongly agree, responsiveness by 72 % answered agree, assurance by 71% answered agree, and emphaty by 58% answered agree, and the loyalty of visitors by 45% answered agree, with the range of scores for each answer is 1-5. The details are as follows: (a) Score 5 for "strongly agree", (b) Score 4 for "agree", (c) Score 3 for "quite agree", (d) Score 2 for "disagree", (e) Score 1 for "strongly disagree". (2)
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Partially influence the quality of service to tourism visitor loyalty Park Batu in East Java include: (a) Quality of service in the form of tangibles in a positive and significant impact on tourism visitor loyalty Park Batu in East Java, because thitung 2.262> 1.66023 or significance TTable t 0.026 <0.05 and based on the answers of respondents 69% answered agree on an item-related questions with variable tangibles.(b) Quality of service reliability in a positive and significant impact on tourism visitor loyalty Park Batu in East Java, because thitung 3.024> 1.66023 or significance T Table t 0.003 <0.05 and based on the answers of 41% of respondents strongly agreed to answer questions on the item variables associated with reliability. (c) Responsiveness of service quality in a positive and significant impact on tourism visitor loyalty Park Batu in East Java, because thitung 2.337> 1.66023 TTable or significance of 0.022 t> 0.05 and based on the response by 72% of respondents answered agree on an item-related questions with variable responsiveness. (d) Quality of service assurance in a positive and significant impact on tourism visitor loyalty Park Batu in East Java, because thitung 2.585> 1.66023 or significance TTable t 0.011 <0.05 and based on the answers of respondents 71% answered agree on an item-related questions with variable assurance. (e) Emphaty quality of service in a positive and significant effect on tourism visitor loyalty Park Batu in East Java, because thitung 2.697 <T Table 1.66023 or 0.008 t of significance <0.05 and based on the answers of respondents 58% answered agree on an item-related questions with variable emphaty. (3) Quality of service in the form of tangibles, reliability, responsiveness, assurance, and emphaty simultaneously have positive and significant impact on tourism visitor loyalty Park Batu in East Java for 66.5%, while the remaining 33.5% are influenced by other factors that are not investigated in this study. (4) Based on the effective contribution (SE), compared with the variable tangibles, responsiveness, assurance, and emphaty, sub variable reliability has dominant influence on customer loyalty by 16%. The advice can begiven from t his study are: (1) For owners of East Java Park, the smallest effective contribution i s indicated by the variable of responsiveness by 10%, so owners should recruit new qualified employees. (2) For other researchers are advised to add another variable in their researches.