DECISION AND SATISFACTION ANALYSIS OF VISITORS …seabc.unsri.ac.id/seabc2017/2016/045_SEABC_Nofiawaty.pdf · BENTENG KUTO BESAK IN PALEMBANG Hj.Nofiawaty SE, M.M1) [email protected])

Proceeding 2nd Sriwijaya, Economics, Accounting, and Business Conference 2016

ISBN 979-587-627-9 471

DECISION AND SATISFACTION ANALYSIS OF VISITORS

BENTENG KUTO BESAK IN PALEMBANG

Hj.Nofiawaty SE, M.M1)

[email protected])

Yulia Hamdaini Putri SE, M.Si2)

[email protected])

Dra.Hj.Suhartini Karim M.M3)

1) 2) 3)

Management, Economic Faculty, Sriwijaya University

Abstract

Benteng Kuto Besak is quite strategically located in the downtown close to the

wholesale market 16 Ilir and is right on the edge of Musi river and views of water

vehicle traffic crossing under the bridge AMPERA. It becomes its own attraction

for local residents and migrant communities to visit for a while. The purpose of

this study a) To know the decision-making process of Kuto Besak visit. b) To

determine the levels of satisfaction from the visitors of Benteng Kuto Besak.

Sampling selection technique uses accidental sampling while data analysis use

descriptive analysis and Importance Performance Analysis (IPA). The results

showed 1) recognition process until the decision to visit Benteng Kuto Besak is

obtained from friends. Many visitors traveled to eliminate boredom. Most

visitors go on a trip with friends on weekends. Most visitors have traveled to

Benteng Kuto Besak less than 5 times. 2) factors that should be maintained are

the Museum of the traditional house (Limas) is clean, neat and it has beautiful

collections of historical objects as well as the collection of cultural objects and

others.

Keywords: decision processes, customer satisfaction , Importance Performance

Analysis (IPA)

INTRODUCTION

Palembang which is separated by Musi River, is connected by Ampera

bridge. It serves as a means of transportation and interregion trade way. Around

Musi River there are several tourism spots, such as Benteng Kuto Besak, Wong

Kito Cullinary, Kampung Kapitan, Floating House Musi River, The Grand

Mosque (Masjid Agung) and Kemaro Island. The existence of tourism spots is

quite attractive to foreign and domestic tourists. Even for some locations such as

Kemaro Island, and Kuto Besak area have been the destination for local and

foreign tourists. These sites are visited on holidays, but some tourism sites such

as Benteng Kuto Besak are also visited on weekdays

Benteng Kuto Besak is quite strategically located in the city center close

to the wholesale market 16 Ilir and is right on the edge of Musi river and views of

water vehicle traffic crossing under the bridge AMPERA. It becomes its own

attraction for local residents and migrant communities to visit for a while.

Based on the record of the data obtained from the tourism department of

Palembang on the number of tourists visiting the following graph :


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GRAPH 1

Number Of Travelers

Source: palembang.go.id

From the data, it can be seen that from year 2012 to year 2013 there was

an increase of 142% in 2013 to 2014 there was a drop of 49.9%. It can be

concluded that in 2013 there were significant increases in the year because there

was an international scale event, Islamic Solidarity Games, which was followed

by 43 countries.

It is undeniable that the implementation of the international event is one of

the most powerful promotions to increase the number of tourists in Palembang.

Organizing events should also be followed with complete facilities and

cleanliness of the area and supported by security travel that makes the tourists

feel comfortable to stay in Palembang city.

According to Ute Jamrozy (2007) tourism development can be done with

a unique marketing mission while Benry (2010) stated analysis of the level of

interest and performance that shows the attributes that have performed well and

were able to give satisfaction is the security of the location courtesy guides.

Satisfaction can be measured by the quality of a service. According to

Parasuraman in Kotler (2005) states that there are five determinants of quality of

services that help to determine the attributes to meet the needs and desires of

consumers ie Tangibles Reliability Responsiveness Assurance Empathy.

Yousapronpaibon and Jonshon (2012) stated that five latent dimensions of

SERVQUAL has a significant influence on the overall service quality. Birgit

Leisen Pollack (2009) states the hierarchical model of service quality (HSQM)

can be a predictor of satisfaction and loyalty.

But according Jawardhena (2010) states meeting quality of service is

directly related to customer satisfaction and perception of quality of service and

indirectly to the perceived value and loyalty.


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RELEVANT LITERATURE AND CONCEPTUAL FRAMEWORK

The decision process is influenced by several factors including

environmental influences differences and influence of individuals and

psychological processes (Engel et al 1997).

a. Environmental influence

The influence of the environment is influenced by

1. Culture

2. Social

3. The personal influence

4. The family

5. situations.

Culture refers to the values ideas artifacts and other symbols are meaningful

to help people to communicate interpretation and evaluation as members of

society (Engel et al 1997). Meanwhile according to Kotler (2005) culture is what

determines the desires and behaviors of the most basic. According to Engel et al

(1997) social class division in society is composed of individuals who share their

values interests and the same behavior. Meanwhile according to Kotler (2005)

social class division of society is relatively homogeneous and permanent

structured hierarchically and whose members embrace values interests and

similar behavior. The buyer's decision was also influenced by personal

characteristics.

These characteristics include age and stage of life cycle work. Economic

conditions lifestyle and personality and self-concept buyers (Kotler 2005). The

family is often the main decision-making unit with the pattern of roles and

functions are complex and variable (Engel et al 1997). According to Kotler

(2005) the family is an organization of consumer purchases of the most important

in the community and family members become the most influential primary

reference.

Consumer satisfaction can be defined as a person's satisfaction or

disappointment that was felt after comparing the impression of a product with

what is actually expected of such products (Kotler,2005).

The understanding of the five dimensions are as follows

(Yousapronpaibon and Jonshon,2012)

1. Tangibles are "Appearance of physical facilities equipment personnel

and communication material appearance". This includes the physical

organization's facilities their equipment their personnel appearance and the

appearance of communication materials used to promote their products and

services.

2. Reliability is "The organization's ability to perform the promised

service and accurate". This means that the service organization doing the right

service the first time and honor all commitments.

3. Responsiveness is the "willingness of employees to help customers and

provide prompt service." This refers to the timeliness and accuracy in delivering

services.

4. Security is "Knowledge decently and competence of employees and the

ability to inspire trust and confidence in the customer service organization".

Competence refers to the skills and knowledge to perform service. Courtesy


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5. Empathy "Caring individualized attention given to the customer". This

means approachable ease of contact service providers' and efforts in

understanding customer needs.

Chai Lei Ghoi (2009) found the marketing mix used by the particular

company will vary according to the resources market conditions and the changing

needs of clients. The importance of some elements of the marketing mix will

vary at one point in time. Benri (2010) state analysis of the level of interest and

performance that shows the attributes that have performed well and were able to

give satisfaction is security location courtesy guides Orchid House carrion

flowers plants collection and Zoology Museum. Birgit (2010) confirm HSQM as

a predictor of satisfaction and loyalty. However the results indicate that the

importance of the various dimensions of service quality differs depending on the

type of service. Ivan and friends (2009) developed a special part of the UML

metamodel for Quality of Service with the concept QVDP available in UML.

Muhammad Asif Khan (2010) found a tangible dimension reliability

assurance empathy responsiveness network quality and Convenience has a

positive and statistically significant with the quality of service. Akiko Ueno

(2010) compared three fields of literature it was found that there are seven

common features recruitment and selection training teamwork empowerment

performance appraisal and reward communication and organizational culture.

Each of them believes to be important for service quality management.

Mukherjee and friends (2003) empirical results obtained from the study of 27

public sector banks of India and their customers allows us to measure the impact

of service quality on the financial performance the optimal level of quality of

service that can be generated by using existing resources and the opportunity

costs for service sub-optimal. Banks provide better service transformation

shown to have better performance using resources for services provided.

Chanaka (2010) found quality service is directly related to customer

satisfaction and perception of quality of service and indirectly to the perceived

value and loyalty. Chistopher and Yi Ting (2005) proposed the construction

dimension of customer satisfaction as Positive (hopeful happy) negative (guilty

humiliated depressed Regretful) and bi-directional (angry dissappointed). Ah-

Wan Keng You and Elizabeth-Yiun Loh (2006) There is a positive relationship

between satisfaction and service recovery. Dimensions honesty has a greater

impact on customer satisfaction while the dimensions of loyalty and WOM has

low impact on customer satisfaction. Prabha Ramseook-Munhurrun and Pushpa

Nundlall (2013) study shows that the quality of service to the school was built on

the dimensions of school facilities reliability responsiveness assurance and

empathy-discipline. The importance of the evaluation and development of

quality services to deliver consumer satisfaction (educator).

Stephen L. Shapiro (2010) There is a significant correlation between

quality of service and satisfaction to donors (donors). Lesley Strawderman

(2005) said Although there is no direct relationship between the behavior of

donors and the quality of service. In addition there are five dimensions of service

quality there is the addition of one more dimension that is usability. In regression

testing on the level Satisfication Service Quality and Behavioral Intentions

usability dimension has a significant predictor value. Cheng-Kai Chou and

friends (2014) study shows that each construct variables affects each other.

However variable service quality chooses greater influence and is essential in


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giving satisfaction to customers. Dennis and friends (2009) system is a high

performance as well as the orientation of the consumer impact on the perception

of service quality and customer satisfaction.

Conceptual Framework

METHODOLOGY

This study is designed by using strategic descriptive analysis. The

population in this study is the public who visit the tourist area. The population in

this study is categorized into the young adults and the adults. Sampling used in

this study sampling is Lemeshow method amounted to 200 respondents. Non-

Probability Sampling method Samples using Accidental Sampling.

The method of analysis use descriptive analysis and performance analysis

importance. Descriptive analysis is to analyze the decision-making process and

Importance Performance Analysis (IPA) to measure visitor satisfaction

conceptually IPA is a model of multi-attribute. This technique is used to identify

the strengths and weaknesses of the market deals with the use of two criteria the

Travel Musi Kuto Besak Region as a tourist

destination

Analysis of the buying

decision process

1. Introduction needs

2. Information search

3. Evaluation of

alternatives

4. Purchase

5. The results of the

purchase

Identification of

common

characteristics

(age gender

status income

and

employment)

Analysis of satisfaction

visitors with attributes

1. Admission Prices

2. parking

3. The Court of BKB

4. Museum LIMAS

5. Cruise

6. Traditional Boat

7. Kampung Captain

8. Culinary

9. Speed of service

10. Response consumer

complaints

11. Security

12. Courtesy guides

13. Ease of contact manager

DescriptiveAnalysis Importance Performance

Analysis

Recomendation For Manager

Musi Tour (Benteng

Kuto Besak Region)

Consumer Decision Process and Customer Satisfaction

Level Travelled Musi


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relative importance of attributes and customer satisfaction. Martila and James in

Ariyoso (2009) revealed the IPA has the advantage of displaying information

relating to factors that according to consumer services greatly affects their

satisfaction and loyalty and the factors which according to customer service

needs to be improved because the current conditions are not satisfactory. The

formula used in the IPA are as follows

That :

Tki :Suistability respondents

Xi : Score satisfaction ratings

Yi : Score assessment of importance of attributes

Assessment scores for IPA analysis using the scale to classify the level of

interest and the level of performance. Award a score on a scale defined by the

scale range on numerical linear scale (Simamora 2004). Formula range of scales

namely

Range Scale =

Where :

g = highest score

n = lowest score

in this study the range of the scale used RS = 0.9

Based on the above scale range interests of the criteria used in the study are

1 to 1.9 = very unimportant

1.9 <x ≤ 2.8 = not important

2.8 <x ≤ 3.7 = less important

3.7 <x ≤ 4.6 = quite important

4.6 <x ≤ 5.5 = critical

5.5 <x ≤ 6.4 = very important

6.4 <x ≤ 7.3 = most important at all

While a range of scales to the level of performance is as follows

1 to 1.9 = very good

1.9 <x ≤ 2.8 = not good

2.8 <x ≤ 3.7 = less good

3.7 <x ≤ 4.6 = good enough

4.6 <x ≤ 5.5 = good

5.5 <x ≤ 6.4 = very good

6.4 <x ≤ 7.3 = very good at all

Furthermore the results will be set up in four quadrants below

g-n g


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Grafik 2. Cartesian diagram

Information :

1. Indicates factors or attributes that are deemed to affect customer satisfaction

including elements of the services that are considered very important but

management has not done in accordance with the wishes of customers so

disappointing / not satisfied.

2. Shows the basic service elements that have been successfully implemented.

For it shall be retained. Considered very important and very satisfying.

3. Shows some factors of less importance for the customer. Implementation by

companies mediocre. Considered to be less important and less satisfying.

4. Indicates factors that affect customer is less important but implementation is

excessive. Considered less important but very satisfying. (J. Supranto, 2006).

DISCUSSION

Analysis of visitor Decision Process Most respondents (27.5 percent) visited Kuto Besak to relieve boredom.

Furthermore 26 percent visited Kuto Besak to learn the history of struggle and

culture. A few respondents (7 percent) were there to enjoy the nature. 35.5 per

cent obtained travel information about Benteng Kuto Besak of friends while 20.5

percent gained Musi Kuto travel information about Benteng Kuto Besak from

family. A few of the respondents (9.5 percent) obtained information from the

mass-media


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35.5 percent of respondents thought friends were the most influential as

the reason to visit tourist sites, they were there to get together and do some

relaxing activities. Office colleagues or fellow students were the least affect the

respondent to pay a visit

Majority of visitors (43 percent) had visited tourist site Kuto Besak more

than 5 times. 21 per cent had visited three times and 2.5 percent had visited up to

5 times. This was because 18 percent of visitors was domiciled in Palembang.

The rest came from other regions such as Lampung, Pekan baru, Kalimantan,

Jakarta, Surabaya and others

27 per cent of respondents already planned at the time to visit. 14.5

percent visited impromptu. Most visit in leisure time between other activities.

They mostly visited Kuto Besak with friends on weekends. 76 percent of

respondents think the repetition of a visit to the tourist site can be as a sign that

the tourist site is a worth-visit

Analysis of Importance and Execution attribute in Benteng Kuto Besak

1. Analysis of Importance and Execution attributes based on Tangible

Dimension

At tangible dimension gained an average of 5.53 for the interest rate while

the rate of implementation gained an average of 4.77. There is a considerable gap

so that the average respondent was not satisfied. Details of satisfaction scores for

each factor could be seen below

Table 2 Importance and Performance Levels Tangible Dimension

No Statement

Importance Performance Satisfaction

Scores Average Category Average Category

1 Admission price

affordable 4,79 C 4,83 G 0,04

2 Spacious and

secure parking 5,73 VI 4,47 CB -1,26

3

Cruise easyly

accesible and

affordable

5,23 C 4,70 G -0,53

4

Traditional Boat

easily accessible

safe and affordable

5,55

VI

4,95 G -0,6

5

Traditional House

Museum (Limas)

clean tidy and

beautiful

5,89

VI

5,03 G -0,86

6 BKB clean tidy and

beautiful 6,03

VI 4,65 G -1,38

Source: primarily data was processed (2016)


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Lowest satisfaction scores were the factors the BKB clean, neat and

beautiful. Though this factor was a very important factor and was in quadrant I.

Department of tourism and culture needed to increase these factors for example in

terms of remodeling cleaning services and layout of the garden.

2. Analysis of Importance and Execution attribute based Dimension

Reliability

At Dimension Reliability gained an average of 5.84 for the interest rate

while the rate of implementation gained an average of 4.85. There is a

considerable gap of 0.99 so that the average respondent was not satisfied. Details

of satisfaction scores for each factor could be seen below :

Table 3 Importance and Performance Level Dimensions Reliability

No Statement



1

The overall

cleanliness

maintained

6 VI 4,67 G -1,33

2

The presence Arena

Kids Games

healthy and

clean

5,62 VI 4,23 GI -1,39

3

Collection of

historical

objects Detailed

struggle

5,8 VI 4,92 G -0,88

4

Collection of

Objects culture

royal full

5,85 VI 4,98 G -0,87

5

Food quality and

tasty regional

Typical

5,83 VI 5,17 G -0,66

6

views (river Historic

Ampera Bridge

and others)

5,97 VI 5,16 G -0,81

Sources Primary data is processed (2016)

The lowest satisfaction score is the presence of factor Kids Games Arena

healthy and clean. This factor was a factor that was less important and mediocre

performance were in quadrant III. Games Arena was held semi-permanent and

seasonal came from individual small business only in the afternoon on weekends.


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3. Analysis of Importance and Execution attribute based Responsiveness

Dimension

In Response to Dimensions obtained on average 6 to the level of interest

while the level of execution obtained on average 5. There was a considerable gap

-1 so that the average respondent was not satisfied. Details of satisfaction scores

for each factor could seen below

Table 4 Importance and Performance Levels Responsiveness Dimension

No Statement



1

Officers serve

visitors quickly and

easily found

6 VI 5 G -1

2

Officers

responsiveness in

serving visitors

6 VI 5 G -1

3

Officers

responsiveness in the

visitor complaints

6 VI 5 G -1

Sources : Primary data is processed (2016)

Each factor had similar assessment scores. All the factors in the first

quadrant were very important factors but the performance was not satisfactory.

Tourism agencies needed to improve the quality of the work attendant to provide

brief training in improving public services.

4. Analysis of Importance and Execution attribute based Dimensional

Security

On the Security Dimensions gained an average of 5.76 for the interest rate

while the rate of implementation gained an average of 4.59. There was a

considerable gap -1.16 so that the average respondent was not satisfied. Details

of satisfaction scores for each factor could be seen below

Table 4.4.4 Importance and Performance Level Security Dimension

No Statement

Levels of Importance Levels of Work Scoring of

Satisfaction Average Scoring

Criteria Average

Scoring

Criteria

1 Airport guides

politely 5,72 VI 4,8 G -0,92

2 The Location is

very safe travel 5,9 VI 4,79 G -1,11

3 Plumbers friendly

parking 5,63 VI 4,65 G -0,98

4

Free of Musicians

and requeting

alms

5,79 VI 4,15 G E -1,64

Sources: Primary data was processed (2016)


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The lowest Satisfaction scores was the free factor of buskers and beggars.

This factor was a factor to be in the first quadrant was a very important factor but

the performance was not satisfactory. Department of Tourism needed to sterilize

location of buskers and beggars that visitors felt safe and comfortable visiting to

Kuto Besak.

5. Analysis of Importance and Execution attribute based Empathy

Dimension

At Dimension Concern gained an average of 5.49 for the interest rate while the

rate of implementation gained an average of 4.79. There was a considerable gap -

0.705 so the average respondent was not satisfied. Details of satisfaction scores

for each factor could be seen below

Table 5 Importance and Performance Level Empathy Dimension

No Statement

Levels of

Importance Levels of Work

Scoring of

Satisfaction Rerata

Scoring

Criteria Average

Scoring

Criteria

1

Manager of Tour

Musi is easy to be

reached there is a

post complaints and

telephone call center

customer service

5,54 I 4,7 G -0,84

2

Information on the

location time of

visits information on

the history of the

region can easily

5,45 I 4,88 G -0,57

Sources: Primary data is processed (2016)

The lowest satisfaction score was the Manager of Tour Musi was easy to be

reached there was a post complaints and telephone call center customer service.

This factor lied in quadrant IV showed the factors that affect customer was less

important but implementation was excessive. Considered less important but very

satisfying. For this factor was no need for follow-up.


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Grafik 3. Diagram Cartesian

Source : primary data was processed (2016)

1. Indicates factors or attributes that were deemed to affect customer satisfaction

including elements of the services that were considered very important but

management had not done in accordance with the wishes of customers so

disappointing / not satisfied. These factors were:

• Benteng Kuto Besak was clean, tidy and beautiful (code 6)

• Overall Cleanliness awake (code 7)

• Officers served visitors quickly and easily found (code 13)

• Officers responsiveness in serving visitors (code 14)

• A response to the complaint visitor (code 15)

• The location of travel was very safe (code 17)

• Free from buskers and beggars (code 19)

2. Showed the basic service elements that had been successfully implemented.

For it should be retained. Considered very important and very satisfying.

These factors were

• Museum of traditional house (Limas) cleaned tidy and beautiful (Code 5)

• Collection of historical objects full of struggle (Code 9)

• Collection of cultural objects complete kingdom (code 10)

• Food quality and tasty regional specialties (code 11)

• A beautiful view (rivers historic Ampera bridge etc.) (code 12)

3. Showed some factors of less importance for the customer. Implementation by

companies mediocre. Considered to be less important and less satisfying.

• Plumbers friendly park (code 18)

• Guides served politely (code 16)

• The arena game kids healthy and clean (code 8)

• Large and safe parking (code 2)


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4. Indicated factors that affected customer was less important but implementation

was excessive. Considered less important but very satisfying. (J. Supranto

2006).

• The admission price was affordable (code 1)

• The yacht was easily accessible and reachable (code 3)

• Traditional Boat easily accessible safe and affordable (code 4)

• Manager Musi Travel easily be reached there was a post complaints (code

20)

• Information on the location time of visits information readily available

history of the region (code 21)

CONCLUSION AND SUGGESTIONS

1. The conclusions that could be drawn from this study were

a. The recognition process up to the decision of a visit was the Benteng Kuto

Besak information obtained from friends. Most visitors traveled to

eliminate boredom. Most visitors went on a trip with friends on weekends.

Most visitors had traveled to Kuto Besak less than 5 times.

b. Factors that needed to be maintained were

• Museum of traditional house (Limas) clean tidy and beautiful (Code 5)

• Collection of historical objects full of struggle (Code 9)

• Collection of cultural objects complete kingdom (code 10)

• Food quality and tasty regional specialties (code 11)

• A beautiful view (rivers historic Ampera bridge etc.) (code 12)

2. Suggestions

a. The advice are given as follows

Increase the number of the janitors to keep the cleanliness. Add more signs and

notices in the site area

b. Sterilize the location from buskers and beggars so that visitors feel safe and

comfortable to visit Kuto Besak.

c. Renovate BKB, courtyard garden layout, to improve hygiene and the addition

of Palembang typical carvings on the park lights.

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