Volume 6, Issue 7, July – 2021 International Journal of Innovative Science and Research Technology

ISSN No:-2456-2165

Analysis of the Influence of Service Quality on

Consumer Satisfaction in Kertowono Tea Garden
Agro Tourism Inn, Gucialit District,
Lumajang Regency
Galih Permadi1, Muhaimin Dimyati2, Salahudin3
Master’s Department of Management, STIE Mandala
Jember, Indonesia

Abstract:- This study aims to analyze the effect of service compete to offer their advantages. Many factors need to be
quality using dimensions according to Parasuraman in considered to influence consumers, one of which is the
Lupiyoadi (2006: 182). These dimensions include tangible, quality of service for Kertowono Gucialit Tea Plantation
reliability, responsiveness, assurance, and empathy. The Agrotourism, Lumajang Regency itself, which can be
study used primary data in the form of a questionnaire provided by the company, so that consumers feel satisfied.
given to visitors to the Kertowono tea garden agro-
tourism inn, Gucialit district, Lumajang regency. The The natural scenery around it is indeed exotic with a
sample in this study were 100 respondents. Data were dazzling stretch of river mouth tea gardens at the foot of
analyzed using multiple linear regression test. The results Semeru. The temperature is 15-18 degrees celsius at night,
of the study show that both partially and simultaneously and 21-25 degrees celsius during the day. It is natural for the
tangible, reliability, responsiveness, assurance, and environment to be healthy, natural, fresh, and far from the
empathy variables have a positive and significant effect on noise and pollution of brain vehicles. Every visitor will feel
customer satisfaction. the cool solution that calms the mind and the mind. The tea
factory in the garden area is also the main attraction at the
Keywords:- Tangible, Reliability, Responsiveness, Assurance, mouth of the river because visitors can see firsthand the
Emphaty, Consumer Satisfaction. process of making tea, from picking, processing to packaging
at the factory.
I. INTRODUCTION
The history of plantation development in Indonesia was
In the generation of globalization, increasingly more determined by colonial political factors, especially the Dutch
services or products are competing in a single marketplace (Mubyarto and Daryanti 1991:16) during the VOC period
due to marketplace openness. So that there may be opposition under the administration of Governor-General Van Den
among manufacturers so that it will meet patron wishes and Bosch who applied the river mouth forced cultivation system.
offer most pride to clients, due to the fact essentially the The forced cultivation system has caused criticism from
reason of river mouth commercial enterprise is to create a various parties, especially the liberals for causing suffering to
experience of river mouth pride for clients. One of the the Indonesian people, so that in 1870 an agrarian law was
movements to meet clients is to offer the quality provider to issued. Since the issuance of the agrarian law, private
clients. This reality may be visible that there are numerous plantation companies have thrived both in Java and outside
matters that may offer purchaser pride, particularly the Java, especially in East Sumatra.
amount of purchaser price such as product price, provider
price, non-public price, photograph price, and purchaser The Kertowono Tea Plantation was opened in 1875 by a
amount such as financial costs, time costs, exertions costs, Dutch plantation company named NV Ticdeman Van
exertions costs, and cost of thinking (Kotler and Susanto Kerchen with quinine plants in the Lumajang area, Gucialit
2000). District, Gucialit Village. At the beginning of the 19th
century, the Dutch encouraged private and public companies
Thinking approximately the significance of provider to to grow tea (Sadjad, 1983:80) and their nurseries in 1910 as
clients extra maturely thru provider quality, due to the fact an effort to diversify plantation crops. During the Japanese
now it's miles an increasing number of found out that occupation (1942) many plantations were destroyed so that
provider (purchaser pride) is a crucial component of the the land could be used for food production, it is not surprising
mouth of the river withinside the device to live to tell the tale that many plantations were abandoned, production also
in commercial enterprise and win the opposition (Tjiptono declined. Rubber plantations did not experience a decline
2004:145). Increasing consumer demand will encourage compared to tea and coffee plantations which experienced a
entrepreneurs in the tourism sector, especially Agrotourism of production decline of 30% and 25%, respectively
Kertowono Gucialit Tea Gardens, Lumajang Regency to (Kartodirdjo, 1991:161-162).

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Volume 6, Issue 7, July – 2021 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
Visitors can also get various facilities at the Kertowono that the appearance and capabilities of the company's
Gucialit Tea Garden Agrotourism, Lumajang Regency, from physical facilities and infrastructure and the condition of
lodging that can accommodate 60 people, 4 lodging locations, the surrounding environment are tangible evidence of the
sports facilities, camping arena, children's playground, services provided. According to Zeithaml, et.al. 1985
viewing post, and cooking kitchen. Therefore, Agrotourism (Aviliani and Wil fri dus, 1997:10),
Kertowono Gucialit Tea Plantation, Lumajang Regency must Tangibles are customer needs that focus on physical
always pay attention to the needs and satisfaction of facilities such as buildings and rooms, availability of
consumers by providing the best service so that consumers parking spaces, cleanliness, neatness and comfort of the
feel satisfied and can recommend it to others. Agrotourism room, completeness of equipment, communication
Kertowono Gucialit Tea Garden, Lumajang Regency is a facilities and employee appearance.
tourism place that is often visited by tourists from within the b. Reliability is the company's ability to provide services as
city of Lumajang and outside the city of Lumajang. promised accurately and reliably.
Agrotourism Kertowono Gucialit Tea Garden, Lumajang c. Responsiveness, or responsiveness, is a willingness to
Regency is often full on certain days for visitors who want to help and provide fast and appropriate service to
take a vacation. customers, with clear information delivery.
d. Assurance, or assurance and certainty, is the knowledge,
The number of visitors to the Kertowono Gucialit Tea courtesy, and ability of company employees to foster
Garden Agrotourism in Lumajang Regency has a pattern that customer trust in the company. Consists of several
fluctuates every month when compared between 2018 and components including communication, credibility,
2020. However, there are several months where the number security, competence and courtesy.
of visitors has increased during that period, namely in 2019 in e. Empathy, which is to give sincere and individual or
December as many as 1,438 people. This incident becomes a personal attention given to customers by trying to
job for management to continue to strive to combine their understand customer desires. For example, companies
advantages to continue to attract consumers' interest, while must know the specific customer wants from the physical
retaining their customers. This can be done by improving the form of the product or service to the proper distribution.
quality of services provided because this is one of the factors Empathy is a willingness to care, give personal attention
that can create satisfaction for consumers to customers. In (Lupiyoadi and Hamdani, 2006:182),
. giving sincere and personal attention, including trying to
II. LITERATURE REVIEW understand consumer desires, is included in empathy.

Modernity with technological advances will result in In a study conducted by Bernadine (2005), in his journal
very tight competition to acquire and retain customers. The entitled "Analysis of the Effect of Service Quality on
quality of service is a must that must be done by the company Customer Satisfaction Case Study at Pondok Laras
in order to be able to survive and still win the trust of Restaurant in Kelapa Dua, Depok" it was found that the
customers. Consumption patterns and lifestyles of customers service quality of Pondok Laras restaurant had a significant
require companies to be able to provide quality services. The effect on customer satisfaction.
company's success in providing quality services can be
determined by the service quality approach that has been Research conducted by Hasan (2006) in his journal
developed by Parasuraman, Berry and Zenthaml (in entitled "The Influence of Islamic Bank Service Quality on
Lupiyoadi and Hamdani 2006). Customer Satisfaction at Bank Muamalat Indonesia
Semarang Branch" with research variables are compliance,
According to Wyckof (in Wisnalmawati 2005) service assurance, tangibles, reliability, empathy, responsiveness,
quality is the expected quality and control over service and customer satisfaction. The results show that the variables
quality to meet customer desires. If the service received is the of compliance, assurance, tangibles, reliability, empathy,
expected axis, then the service quality is perceived as good responsiveness have a positive and significant effect on
and satisfactory. If the service received exceeds customer customer satisfaction.
expectations, then the quality of service is perceived as the
ideal axis. Conversely, if the service received is lower than Research conducted by Widyasari (2006) with the title
expected, then the quality of service is considered poor "The Influence of Facilities and Services on Consumer
(Tjiptono and Chandra 2005). Satisfaction at Hotel Graha Santika Semarang" with research
variables are facilities, service and customer satisfaction, the
Service quality refers to customer judgments about the results show that there is a significant and positive influence
core of service, namely the service provider itself or the entire between facilities (X1) and service (X2) on customer
service organization, most people are now starting to show satisfaction (Y).
demands for excellent service, they are no longer just in need
of quality products but they prefer to enjoy the convenience Research on factors that influence consumer satisfaction
of service. (Roesanto, 2000) in Tasunar, (2006:44). There are has been widely studied before. This study develops ideas
five dimensions of service quality according to Parasuraman about factors that influence customer satisfaction with service
in Lupiyoadi and Hamdani (2006:182), those are. quality using service quality dimensions according to
a. Tangibles or physical evidence, is the company's ability to Parasuraman in Lupiyoadi and Hamdani (2006:182). These
show its existence to external parties. What is meant is

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Volume 6, Issue 7, July – 2021 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
dimensions include tangible, reliability, responsiveness, responsiveness, assurance, and empathy. While the dependent
assurance, and empathy. variable is customer satisfaction.

III. HYPOTHESIS The questionnaire in this research is made up of

questions with answers in the form of scoring to change
Simply put, this study analyzes the effect of service qualitative statements into quantitative data. Scores use
quality on customer satisfaction. Service quality uses five numbers 1 to 5 to represent answers from strongly disagree to
dimensions based on Parasuraman in Lupiyoadi and Hamdani strongly agree (Sugiyono, 2007:87).
(2006:182) and pays attention to relevant previous studies,
thus, the hypothesis formulated by the researcher is as The first data analysis method is instrument test which
follows. includes validity and reliability tests. Followed by the
H 1 Tangible or physical evidence has a positive effect on Classical Assumption test which includes the Normality Test,
consumer satisfaction Multicollinearity Test, and Heteroscedasticity Test. Data
H 2 Reliability has a positive effect on consumer satisfaction analysis using Multiple Linear Regression Test, with
H 3 Responsiveness has a positive effect on consumer hypothesis testing through Simultaneous Significance Test (F
satisfaction test) and Partial Effect Significance Test (t test).
H 4 Assurance has a positive effect on customer satisfaction
H 5 Empathy has a positive effect on consumer satisfaction VI. RESULT AND DISCUSSION

IV. DATA The description of the respondents sampled in this study

is classified by gender, age, level of employment, income,
This study uses primary data as the main data. Primary and frequency of visits. Based on gender, the majority of
data in the form of questionnaires distributed to guests staying respondents were male, with amount 74%, while female
at the Ketowono Gucialit Garden Agrotourism Inn, Lumajang respondents were 26%. This is because men are often more
regency. There are 100 data from samples taken in this study. active than women. Based on age, most respondents are 41-
60 years old and 20-40 years old, this is because at that age
V. METHODOLOGY usually someone has a desire to spend their time on vacation.
Based on the type of work, most of the respondents are
The data analysis used in this research is qualitative and entrepreneurs 60%, this shows that those who work in the
quantitative analysis. Qualitative analysis is an analysis based self-employed sector are potential consumers of lodging
on the data stated in the form of a description. In this study, service products. Based on their income, most of the
researchers used quantitative research methods by distributing respondents have an income of more than Rp. 200.000, a
questionnaires to respondents and observing respondents and person's ability is more likely to allow someone to seek
analyzing numbers. Quantitative studies is a method of fulfillment satisfaction from traveling. And finally, based on
locating understanding that makes use of information the frequency of visits, most of the respondents have visited 2
withinside the shape of numbers as a device to investigate – 3 times, this shows that the respondents are consumers who
statistics approximately what you need to know. (Kasiram, have visited before.
2008:149).
The data instrument test in this study showed that all the
A variable is an attribute or nature or value of a person, data had been tested for validity and reliability. Likewise with
object, or activity that has a certain variation set by researchers the classical assumption test, the data in this study have
to study and draw conclusions (Sugiyono, 2007:2). This study shown that all data have been tested for normality. as well as
uses two variables, namely the independent variable and the the variables in it, none of them showed symptoms of
dependent variable. The dependent variable in this study are multicollinearity and did not show symptoms of
the five dimensions of service quality; tangible, reliability, heteroscedasticity in the regression model.

Table 1 Result of Multiple Linear Regressions Analysis

Unstandardized Standardized Collinearity
Coefficient Coefficients Statistic
Model B Std. Error Beta t Sig. Tolerance
1 (Constant) 5.789 2.022 2.863 .005
Tangible .278 .123 .202 2.266 .026 .762
Reliability .393 .120 .335 3.270 .002 .576
Responsiveness .212 .140 .157 1.518 .32 .569
Assurance .209 .164 .124 1.274 .006 .646
Empathy .582 .119 .477 4.874 .000 .633

Based on table 1 can be explained as follows. b. Regression coefficient of reliability has a positive direction
a. Tangible variable regression coefficient has a positive in its effect on consumer satisfaction.
direction in its influence on consumer satisfaction. c. Responsiveness regression coefficient has a positive
direction in its influence on consumer satisfaction.

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Volume 6, Issue 7, July – 2021 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
d. Assurance regression coefficient has a positive direction in means that reliability (X2) has a positive effect on
its effect on customer satisfaction. customer satisfaction (Y). Thus, Hypothesis 2 which states
e. Empathy regression coefficient has a positive direction in that reliability (X2) has a positive effect on consumer
its influence on consumer satisfaction. satisfaction (Y) can be accepted.
3. The results of the analysis show that the responsiveness
The partial test or t test in this study showed the results variable (X3) has a regression coefficient of 0.157
that the tangible variable showed t value = 3.270 with a (positive sign) on consumer satisfaction (Y) and a t-value
significance value of 0.026 < 0.05. The t value for the of 1.518 with a significance level of 0.032 (<0.05). This
reliability variable shows a value of 2.318 with a significance means that responsiveness (X3) has a positive effect on
value of 0.002 < 0.05. The t value for the responsiveness consumer satisfaction (Y). Thus, Hypothesis 3 which
variable shows the t value = 1.518 with a significance value of states that responsiveness (X3) has a positive effect on
0.032 < 0.05. The t value for the assurance variable shows the consumer satisfaction (Y) can be accepted.
t value = 1,274 with a significance value of 0.006 < 0.05. And 4. The results of the analysis show that the guarantee
the t value for the empathy variable shows the t value = 4.874 variable (X4) has a regression coefficient of 0.124
with a significance value of 0.000 < 0.05. Thus, it shows that (positive sign) on consumer satisfaction (Y) and a tcount
the tangible, reliability, responsiveness, assurance, and of 1.274 with a significance level of 0.006 (< 0.05). This
empathy variables partially have a significant positive effect means that the guarantee (X4) has a positive effect on
on consumer satisfaction. consumer satisfaction (Y). Thus, Hypothesis 4 which
states that the guarantee (X4) has a positive effect on
Table 2 Result of Regression Anlysis Simultaneously consumer satisfaction (Y) can be accepted.
Sum of Mean 5. The results of the analysis show that the concern variable
Model df F Sig.
Squares Square (X5) has a regression coefficient of 0.477 (positive sign)
1 regression 45.128 5 9.026 14.173 .000a on consumer satisfaction (Y) and a t-value of 4.874 with a
significance level of 0.000 (<0.05). This means that caring
residual 59.862 94 .637 (X5) has a positive effect on consumer satisfaction (Y).
Total 104.990 99 Thus, Hypothesis 5 which states that caring (X5) has a
positive effect on consumer satisfaction (Y) can be
a. Predictors: (Constant), emphaty, reliability, tangible, accepted.
assurance, responsiveness 6. The value of Adjusted R square is obtained at 0.400. This
b. Dependent Variable: consumer satisfaction means that 40% of customer satisfaction (Y) can be
Testing the effect of the independent variables together on the explained by the variables of physical evidence (X1),
dependent variable was carried out using the F test. The results reliability (X2), responsiveness (X3), assurance (X4), and
of statistical calculations showed the calculated F value = concern (X5). While 60% can be explained by other
14,173 with a significance of 0.000 < 0.05. with a significance reasons not examined in this study
value below 0.05 indicates that together all independent
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