studi eksploratori service quality event organizer
TRANSCRIPT
STUDI EKSPLORATORI SERVICE QUALITY EVENT ORGANIZER LA PARTIE
BERDASARKAN SOFT DAN HARD ATRIBUTES
TESIS
Oleh
Jimmy Sugiarto
(8112408.018)
PROGRAM STUDI MAGISTER MANAJEMEN
PROGRAM PASCASARJANA
UNIVERSITAS KATOLIK WIDYA MANDALA
SURABAYA
2010
STUDI EKSPLORATORI SERVICE QUALITY EVENT ORGANIZER LA PARTIE
BERDASARKAN SOFT DAN HARD ATRIBUTES
TESIS
Diajukan kepada
Universitas Katolik Widya Mandala
untuk memenuhi persyaratan
gelar Magister Manajemen
Oleh
Jimmy Sugiarto
(8112408.018)
PROGRAM STUDI MAGISTER MANAJEMEN PROGRAM PASCASARJANA
UNIVERSITAS KATOLIK WIDYA MANDALA SURABAYA
2010
iii
PERNYATAAN ORISINALITAS
Saya menyatakan dengan sesungguhnya bahwa tesisdisertasi ini adalah tulisan saya sendiri, dan tidak ada gagasan atau karya ilmiah siapa pun yang saya ambil secara tidak jujur. Bahwa semua gagasan dan karya ilmiah yang saya kutip telah saya lakukan sejalan dengan etika dan kaidah penulisan ilmiah.
Surabaya, 19 Agustus 2013
(Jimmy Sugiarto /8112408.018)
vi
vi
DAFTAR ISI
HALAMAN JUDUL........................................................................ i
HALAMAN PENGESAHAN........................................................... ii
HALAMAN ORIGINALITAS ........................................................ iii
KATA PENGANTAR ...................................................................... iv
DAFTAR ISI..................................................................................... vi
DAFTAR GAMBAR ........................................................................ ix
DAFTAR TABEL ............................................................................. x
DAFTAR LAMPIRAN ................................................................... xii
BAB 1. PENDAHULUAN .......................................................... 1
1.1 Latar Belakang .............................................................. 1
1.2 Perumusan Masalah ...................................................... 6
1.3 Tujuan Penelitian .......................................................... 6
1.4 Manfaat Penelitian ........................................................ 6
1.5 Organisasi Penulisan ..................................................... 7
BAB 2. TINJAUAN PUSTAKA ................................................ 9
2.1 Pemasaran Jasa ............................................................. 9
2.2 Service ............................................................................ 12
2.3 Kualitas .......................................................................... 13
2.4 Service Quality ............................................................... 14
vii
vii
2.4.1 Definisi Service Quality ....................................... 14
2.4.2 Perkembangan Konsep Service Quality ............. 17
2.4.3 Penelitian Tentang Service Quality ..................... 26
BAB 3 METODE PENELITIAN.............................................. 29
3.1 Jenis Penelitian .............................................................. 29
3.2 Variabel dan Definisi Operasional ............................... 29
3.3 Sumber Data .................................................................. 31
3.4 Obyek Penelitian ........................................................... 32
3.5 Target dan Karakteristik Populasi ............................... 32
3.6 Sampel dan Teknik Pengambilan Sampel .................... 33
3.7 Sumber Data dan Aras Pengukuran ............................ 33
3.8 Prosedur Pengumpulan Data ........................................ 34
3.9 Pengolahan dan Analisis Data ...................................... 35
BAB 4 HASIL EKSPLORATORI ............................................ 37
4.1 Ringkasan Wawancara ................................................. 37
4.2 Open Coding ................................................................... 39
4.3 Axial Coding ................................................................... 58
4.4 Selective Coding ............................................................. 64
4.5 Analisis Kualitatif .......................................................... 75
BAB 5 TEMUAN DAN REKOMENDASI ............................... 90
5.1 Temuan .......................................................................... 90
5.2 Rekomendasi ................................................................. 96
viii
viii
BAB 6 KESIMPULAN DAN SARAN ...................................... 98
6.1 Kesimpulan .................................................................... 98
6.2 Saran ............................................................................. 98
DAFTAR PUSTAKA ....................................................................... 100
LAMPIRAN ..................................................................................... 102
ix
DAFTAR GAMBAR
Gambar Halaman
1.1 DAFTAR NAMA-NAMA EVENT ORGANIZER DI SURABAYA
TAHUN 2007...................................................................................... 1
1.2 DAFTAR NAMA-NAMA EVENT ORGANIZER DI SURABAYA
TAHUN 2008...................................................................................... 2
1.3 DAFTAR NAMA-NAMA EVENT ORGANIZER DI SURABAYA
TAHUN 2009...................................................................................... 3
2.1 THE SERVICE MARKETING TRIANGLE ........................................... 10
2.2 THE NORDIC MODEL ....................................................................... 18
2.3 THE SERVQUAL MODEL .................................................................. 19
x
DAFTAR TABEL
Tabel Halaman
2.1 HARD DAN SOFT ATTRIBUTES ....................................................... 21
2.2 PENGERTIAN HARD DAN SOFT ATTRIBUTES .............................. 21
2.3 PENGERTIAN DIMENSI JOHNSTON .............................................. 24
4.1 PROFIL SUBYEK MARKETING ....................................................... 37
4.2 PROFIL SUBYEK KLIEN .................................................................. 38
4.3 DAFTAR LAMBANG HURUF DAN OPEN CODING TRANSKRIP
WAWANCARA ................................................................................. 40
4.4. RANGKUMAN AXIAL CODING ADI ............................................... 59
4.5. RANGKUMAN AXIAL CODING NANIK .......................................... 59
4.6 AXIAL CODING SUBYEK MARKETING ....................................... 65
4.7 AXIAL CODING KLIEN DARI ADI ................................................. 68
4.8 AXIAL CODING KLIEN DARI NANIK ........................................... 71
4.9 RANGKUMAN ANALISIS KUALITATIF KLIEN ADI .................. 81
4.10 RANGKUMAN ANALISIS KUALITATIF KLIEN NANIK ............ 82
4.11 RANGKUMAN ANALISIS KUALITATIF MARKETING .............. 83
4.12 RANGKUMAN ANALISIS KUALITATIF DIMENSI SOFT
ATTRIBUTES COMMUNICATION ................................................... 86
4.13 RANGKUMAN ANALISIS KUALITATIF DIMENSI SOFT
ATTRIBUTES COMPETENCE .......................................................... 87
4.14 RANGKUMAN ANALISIS KUALITATIF DIMENSI HARD
ATTRIBUTES RESPONSIBILITY ...................................................... 88
xi
4.15 RANGKUMAN ANALISIS KUALITATIF DIMENSI HARD
ATTRIBUTES AVAILABILITY ........................................................... 89
xii
DAFTAR LAMPIRAN
PANDUAN PERTANYAAN UNTUK MARKETING ......................................... 102
PANDUAN PERTANYAAN UNTUK KLIEN ..................................................... 105
TRANSKRIP WAWANCARA ............................................................................. 108
HASIL-HASIL AXIAL CODING ........................................................................... 142