Analisis Persepsi Wisatawan Domestik Terhadap Pelaksanaan Pelayanan Prima (Service Excellence) Barista di Starbucks Coffee Malioboro Yogyakarta

FATIAH WISMI WATI, Fahmi Prihantoro, S.S., S.H., M.A.; Dr. Wiwik Sushartami, M.A.

2017 | Skripsi | S1 PARIWISATA

Seiring dengan banyaknya gerai kedai kopi yang muncul dan ketatnya persaingan bisnis dalam industri hospitality yang merupakan bagian dari industri pariwisata yang ada di Indonesia dan khususnya Yogyakarta, juga karena produk yang ditawarkan tidak jauh berbeda satu sama lain, membuat ekspektasi pelanggan berkembang dan menuntut kualitas pelayanan yang kompetitif selama proses pembelian berlangsung, sehingga kualitas pelayanan menjadi faktor terpenting dalam meningkatkan dan mempertahankan pelanggan dalam sebuah industri hospitality. Salah satu strateginya adalah dengan memberikan pelayanan yang terbaik atau pelayanan prima (service excellence) kepada setiap pelanggan dengan konsisten. Penelitian ini bertujuan untuk mengetahui bagaimana persepsi wisatawan domestik terhadap pelaksanaan pelayanan prima (service excellence) barista di Starbucks Coffee Malioboro Yogyakarta. Dalam penelitian ini, pelayanan prima diukur menggunakan 6 dimensi pelayanan prima yang dipaparkan oleh Barata (2004), yaitu dimensi kemampuan (ability), sikap (attitude), penampilan (appearance), perhatian (attention), tindakan (action), dan tanggung jawab (accountability). Metode analisis data yang digunakan adalah deskriptif kuantitatif. Teknik pengambilan sampel yang digunakan adalah metode convenience sampling, dengan menyebarkan kuesioner kepada wisatawan domestik yang sedang berkunjung pada bulan Juni 2017 dengan jumlah sampel sebanyak 62 responden. Hasil dari penelitian ini menunjukkan bahwa wisatawan domestik memberikan tanggapan yang positif terhadap pelaksanaan pelayanan prima (service excellence) barista di Starbucks Coffee Malioboro Yogyakarta. Hal ini ditunjukkan dengan nilai rata-rata keseluruhan persepsi wisatawan domestik yang berada di kategori setuju.

Along with the plenty of coffee shop that comes up and the intense of business competition in the hospitality industry that is part of the tourism industry in Indonesia and especially Yogyakarta, also because of the products are not much different from each other, it makes the expectations of customers have been increasing and demanding competitive service quality during the buying process, therefore the quality of service becomes the main factor in improving and retaining customers in a hospitality industry. One of the strategy is to provide the best service or service excellence to each customer consistently. This research aims to find out about the perceptions of domestic tourists to the implementation of barista's service excellence in Starbucks Coffee Malioboro Yogyakarta. Service excellence in this research will be measured by using the 6 dimension of service excellence which presented by Barata (2004), that consist of ability, attitude, appearance, attention, action, and accountability. The method of analysis in this research is descriptive quantitative method. Convenience sampling method is the sampling method that was used in this research by distributing questionnaires to domestic tourists who were visiting in June 2017 with a total sample of 62 respondents. The result of this research showed that domestic tourists gave a positive response toward the implementation of barista's service excellence in Starbucks Coffee Malioboro Yogyakarta. This is also indicated by the average value of the overall perceptions of domestic tourists who are in the agreed category.

Kata Kunci : Persepsi, Wisatawan Domestik, Kualitas Pelayanan, Pelayanan Prima, Service Excellence, Starbucks Coffee