ANALISIS KEPUASAN WISATAWAN PENGGUNA JASA TRANSPORTASI KOPERASI ANGKUTAN PARIWISATA SURYA KENCANA SANUR

Abstract: The aim of this research is to determine tourists’ tourist satisfaction analysis of users of tourism transport cooperative services Surya Kencana Sanur. Data was collected using observation method, interview, questionnire, documentation, and literature study. Respondents were determined using purpose sampling method with 18 indicators, and total respondents involved were 108 individuals. Data were analyzed using quantitative descriptive analysis technique with Importance Performance Analysis (IPA) with Likert scale to determine each indicator’s quadrant. Services dimension studied were tangibility, reliability, responsiveness, assurance, and empathy. He results of this research showed that the average of tangibility variable is 88,60% categorized as less satisfied, average of reliability variable is 92,84% categorized as highly satisfied, average of responsiveness variable is 89.13% categorized as less satisfied, average of assurance variable is 89.70% categorized as less satisfied, and average of empathy variable is 89.39% categorized as less satisfied. Overall total of appropriate level is 89.77%. From this research, it is expected that the company improves services which are considered as important by tourists, but drivers’ performances have not met tourists’ expectation. Indicators which have fulfilled tourists’ expectation need to be maintained. Abstrak: Tujuan penelitian ini untuk mengetahui analisis kepuasan wisatawan pengguna jasa transportasi koperasi angkutan pariwisata Surya Kencana Sanur. Pengumpulan data menggunakan metode observasi, wawancara, kuesioner, dokumentasi, studi kepustakaan. Penentuan informan menggunakan metode puposive sampling dengan 18 indikator, jumlah responden yang digunakan sebanyak 108 orang. Analisis data menggunakan teknik deskriptif kuantitatif dengan IPA atau Importance Performance Analysis dengan skala likert untuk menentukan kuadran masing-masing indikator. Dimensi pelayanan yang diteliti yaitu tangible, reliability, responsiveness, assurance, dan empathy.Hasil penelitian menunjukkan bahwa rata-rata variabel bukti langsung sebesar 88,60 persen dengan kategori kurang puas, variabel keandalan rata-rata sebesar 92,84 persen dengan kategori sangat puas, rata-rata variabel daya tanggap sebesar 89,13 persen dengan kategori kurang puas, rata-rata variabel jaminan sebesar 89,70 persen dengan kategori kurang puas dan rata-rata variabel empati sebesar 89,39 persen dengan kategori kurang puas. Hasil keseluruhan tingkat kesesuaian sebesar 89,77 %. Dengan hasil penelitian ini diharapkan perusahaan mampu meningkatkan pelayanan yang dianggap sangat penting oleh wisatawan, namun kinerja driver kurang memenuhi harapan wisatawan. Dan indikator yang sudah memenuhi dan sesuai harapan wisatawan agar dipertahankan. Keywords: tourist satifaction and transportation.