Volume 7, Issue 3, March – 2022 International Journal of Innovative Science and Research Technology

ISSN No:-2456-2165

Characteristics of Consumer with Product Satisfaction

in Jakarta "Desa Spa" Company
¹ Wijayanti Dewi Prabandari ² Ervina Taviprawati
Hotel Management Departement Hotel Management Departement
Trisakti School Of Tourism Trisakti School Of Tourism
Jl.IKPN Bintaro, Tanah Kusir Jakarta Selatan,Indonesia Jl.IKPN Bintaro, Tanah Kusir Jakarta Selatan,Indonesia

³Linda Desafitri R.B

Hotel Management Departement
Trisakti School Of Tourism
Jl.IKPN Bintaro, Tanah Kusir Jakarta Selatan,Indonesia

Abstract:- This study aims to determine consumer conclusion obtained shows that most of the Spa consumers
characteristics, consumer satisfaction with spa are: women, Indonesian citizens, aged between 20 – 40
products/services, and the relationship between consumer years, have a Diploma/S1 education, work employees /
characteristics and customer satisfaction. The students, get information from brochures/ friends /
characteristics of the consumers studied were: gender, internet, willing to come back, think the price is right,
age, last education level, occupation, visit to-, source of consider the location already good, and put the
information, willingness to come back, appropriateness of product/service as the most important. The relationship
price, and ease of location. The unit of analysis in this between consumer characteristics and Spa services shows
study is the individual, namely the consumers at the Spa. that nationality, education, occupation, sources of
The data analysis methods used are: (1) descriptive information and location do not have a significant
statistics, which describe the frequency distribution and relationship with a service. Meanwhile, gender, age,
percentage of respondents' answers, and (2) Chi Square frequency of visits, pricing and service availability are
statistics, which are statistics to test independence. The significantly related to satisfaction
Keywords:- Satisfaction, Spa.

I. INTRODUCTION Regarding its development, spa is closely related to

bathing (showering), and of course with the material used,
PT. Indo Desa Spa, which operates a chain of day spas, in namely water. Since ancient times, water is a very vital
Jakarta, Bali, Kuala Lumpur, and Malaysia's Penang Island, has its element for the existence and development of human
own buildings and also opens in hotels. Desa Spa is headquartered civilization. All growth in this world, is very dependent on
on Jl. Wolter Monginsidi No. 25, Kebayoran Baru, Jakarta. In the presence of water. From time to time, humans have used
addition, Desa Spa also provides spa products as well as therapist water as an extraordinary power to prevent various diseases
education. and become a means of health or what is known as
hydrotherapy. In the 20th century, the existence of spas began
As one of the mainstay sectors, tourism is expected to to change slightly in orientation, no longer as healing, but as
encourage an increase in the country's foreign exchange a means of preventing and maintaining health and wellness.
through the flow of tourist arrivals from abroad who spend
their income in Indonesia. The trend that is currently At this time, the spa becomes a health center and a place
developing is tourist attractions/attractions related to tourism to cultivate the health of the mind, body, and spiritual. People
health. It is believed that activities carried out by tourists go to the spa because they want to release all the tension of
related to health problems such as Spa, which is one of the the mind, calm the mind, relax, healthy lifestyle, and fit. The
tourism products with great potential, which fulfills health spa, which combines traditional and modern techniques,
rules will get added value from the tourists who always use Eastern and Western styles, has so far satisfied many
it, so that the product is guaranteed quality from its users. customers from all walks of life. Today, spa is the ideal place
to get a complete feeling of wellness, and a suitable place to
Spa is one of the tourism products that is currently get natural health therapy.Some people think of SPA as an
growing rapidly in Indonesia and has its own charm and abbreviation of Healthy Using Air or Tirta Husada. In Article
uniqueness that is different from spas in other countries, 7.d. of the Tourism Law, spas are included as one or part of
because of that, spas in Indonesia have advantages and are the recreational and entertainment business group.
very competitive in international forums. In fact, nowadays
many hotels and travel agencies make spa packages. Spas can There are many urgent aspects that must be understood
now be found everywhere, complete with various treatment by spa management, including: how is the competition map
programs. Some offer multi-day treatment packages and in the spa business, who are the competitors, what are the
some are practical short programs. strengths and weaknesses of the competitors, accuracy in
segmenting consumers, whether the current marketing mix

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Volume 7, Issue 3, March – 2022 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
can be achieved. Reach the target market segment, and of definition of SPA according to the Indonesian Ministry of
course, whether consumers are satisfied with the Health, which is sufficient to summarize, is as follows:
product/service and so on. For this reason, this study focuses
on the discussion on how the characteristics of tourists affect “SPA is a traditional health effort that uses a holistic
the level of satisfaction in using spa products. approach, through comprehensive treatments using a
combination method of hydrotherapy, massage, and other
Based on the description above, it can be stated that skills, which are held in an integrated manner to balance the
customer satisfaction is the most significant thing in Spa body, mind, and feelings (body, mind, and spirit)”
services. For this reason, knowledge about segmentation is an
additional thing that must be considered. For this reason, the “ Water therapy (hydrotherapy) is the use of water
problems raised in this study include three main things as and/or with natural ingredients (plants, minerals, essential
follows: oils, salt, milk, mud, body scrubs) for body health care, by
 Not yet known consumer satisfaction with Spa products. regulating temperature, pressure, current, humidity, and water
 The segmentation of the Spa consumer market is not yet content.”
known.
 Not yet known the factors of consumer characteristics "Massage is a body care technique by means of
related to consumer satisfaction with Spa products. massage that uses movements of the limbs (hands, fingers,
elbows, feet) and/or other aids on soft tissues (skin, muscles,
Referring to the description above, there are three and nerves) which gives a stimulating, relaxing, smoothing
formulations of the problems developed as follows: effect. Circulation of blood, circulation of lymph (lymphatic)
 How is customer satisfaction with Spa products?
 How is the segmentation of the Spa consumer market? “ Aromatherapy (aromatherapy) is a body care
 Are consumer characteristics related to customer technique using/utilizing essential oils which are efficacious:
satisfaction with Spa products? it can be inhaled, compressed, applied to the skin, soaked, and
will be more effective accompanied by massage. The
In accordance with the identification and formulation of ingredients used are active substances taken from the essence
the problem above, the objectives of this study can be of aromatic plants (extracted from flowers, leaves, roots,
described as follows: stems/twigs, fruits, seeds, etc.) which provide a stimulating or
 Knowing the level of customer satisfaction with the relaxing effect.
service packages at the Spa.
 Knowing the Spa consumer market segmentation. “ Relaxation is an effort to reduce fatigue, fatigue, tension,
 Knowing whether the characteristics (nationality, gender, boredom, both physically and mentally.
age, education, and occupation) are relate to consumer "Rejuvenation is an effort to rejuvenate the body to realize the beauty
satisfaction with Spa products. of appearance"
"Revitalization is an effort to empower healthy organ functions so
II. THEORY BASIC that a more optimal level of health is obtained"

A. Definition of Spa Various SPA techniques: can be divided based on the

Regarding its development, spa is closely related to bathing character, as follows:
(showering), and of course with the material used, namely water.  Spa, Salon, Day Spa, or City Spa. Spas do not provide
Since ancient times, water is a very vital element for the existence accommodation and are usually located within the city to
and development of human civilization. All growth in this world, is provide one-day body treatments.
very dependent on the presence of water. From time to time, humans  Resort Spas. Spas, which are located in the middle of nature,
have used water as an extraordinary power to prevent various usually provide accommodation and are used for visitors who
diseases and become a means of health or what is called want to relax for a few days.
hydrotherapy, derived from the Greek words Hydor (water) and
 Destination Spa, a Spa that provides treatments and therapies
Therapeia (healing). (Travel Club Magazine, Spa, Between Fitness,
for the patient's specific goals. For example, there are people
Lifestyle, and Recreation, January, 2004 edition). Aqua or Solus Par
who want to shrink their stomach or lose weight.
Aqua which means treatment using water media.
 Cruise Spas. Spas on cruise ships
B. Travel Club Magazine, January 2004 issue, stated that:  Medical Spa. A spa in collaboration with a hospital. Usually,
this spa provides therapies for people who have had surgery or
 In Greek, spa is an abbreviation of Sante Par Aqua, While in accidents. Usually, the equipment for medical spas will be more
Latin, spa is an abbreviation of Sanus Per Aquam or Salute Per modern than other types of spas.
Aqua, which is defined as a way to gain health through water  Club Spa. A special spa for its members only.
therapy (aqua therapy), or relaxation through water.
The keen tourism and hospitality industry, especially hotels,
 The word spa itself comes from the Latin, Espa (spring), and are developing their fantastic imaginations about spas, creating new
Sparsa from Spargere (splash or splash) types and colors of their own, such as:
In Indonesia, some people think of SPA as an  Chinese Herbal Bath. Spa, with therapeutic massage
abbreviation of Healthy Using Air or Tirta Husada. The techniques, body scrub with fresh watermelon, and face with

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Volume 7, Issue 3, March – 2022 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
golden yellow jackfruit accompanied by reflexology, manicure, face which means to do (to do). So, in simple terms, it can be
and pedicure. interpreted as an effort to fulfill something. So, a product or service
 Traditional Medicine. Spa for executives, pregnant women, that can satisfy is a product or service that is able to provide
disabled people, including babies who can just crawl, with something that consumers are looking for to a sufficient level. In the
Chinese, Japanese, Thai systems, using steam bath, sauna, context of consumer behavior theory, they get good service or
jacuzzi, and swimming pool facilities. satisfaction is more defined from the perspective of consumer
 Ayurvedic treatment. Spa, with massage and rubbing experience after consuming or using a product or service.
techniques with henna (henna) ingredients, milk, turmeric, oil,
fresh herbs, and powder for physical and spiritual balance, and D. Consumer Satisfaction Criteria
restore identity. The level of customer satisfaction with services is an important
 Stay young. Spa, in particular, for those who already feel old by factor in developing a service delivery system that is responsive to
massaging, massaging the fat under the surface of the skin in a consumer needs, minimizing costs and time and maximizing the
holistic therapy and naturopathy (fresh plant ingredients). impact of services to the target population.
 Physical and Spiritual Harmony. A full body spa, for 1 hour,
with a concoction of seaweed and oil-producing herbs from According to Zeithaml and Bitner (in Firmansyah, 2018) the
distant mountains, which is hard to remember. Meanwhile, the factors that influence consumer satisfaction is as follows:
cranium is massaged with the nose, ears and neck being cleaned  Product quality, is a key influence because consumers are
therapeutically with warm stones. When finished, it is satisfied when the product used quality
recommended that you sleep with your body on your back  Quality of service or services, namely consumers will feel
straight without a pillow. satisfied if it is in accordance with what expected.
 Fresh Fit Always. These include a Javanese scrub, bath, a  Emotion that consumers will feel proud and gain confidence that
Singapore-style various flower ritual in a bath, and a Thai people others will be amazed at him if he uses a product with a
massage. certain brand that has a higher level of satisfaction. The
satisfaction obtained is not because of the quality of the product
Based on the type of service, according to the Indonesian but social or self-esteem that makes consumers feel satisfied
Ministry of Health, spas can be categorized into three groups: with a certain brand
 The minimal category includes spa treatments using simple  Price is a product that has high quality the same but set a relative
hydrotherapy, relaxing massage, and/or simple aromatherapy price cheap will give more value high to consumers.
and self-appearance manually and/or with simple equipment.  Costs are unnecessary consumers incur additional costs or not,
 The medium category includes spa treatments using need to waste time to get a product or service tends to be
hydrotherapy with medium equipment, relaxing massage with satisfied to the product or service.
moderate equipment, and/or with moderate aromatherapy, and
beauty of self-appearance with medium equipment.  Consumer Satisfaction Benefits
 The main categories include spa treatments using hydrotherapy According to Tjiptono and Chandra (2012;57), customer
complex equipment, relaxing massage complex equipment, satisfaction has two main benefits for the company, namely
and/or complex aromatherapy and beauty self-appearance in the form of customer loyalty and word of mouth
complex equipment. advertising or what is commonly called positive word of
mouth. .
Despite the above criteria, not all spas are covered by
these criteria. Spas come in all shapes, sizes and foci. E. Measuring and Evaluating Consumers
According to Kotler quoted from the book Service,
C. Understanding Consumer Satisfaction Quality and Satisfaction by Fandy Tjiptono (2014: 219) there
According to Purnomo Edwin Setyo (2017), explaining that are four methods of measuring consumer satisfaction,
consumer satisfaction is; namely:

"Is one of the important elements in improving marketing  Complaint and Suggestion Systems
performance in a company". The Satisfaction felt by customers can Every consumer-oriented company needs to provide the
increase the intensity of buying from these customers. With the widest possible opportunity for consumers to submit their
creation of an optimal level of customer satisfaction, it encourages suggestions, opinions, and complaints. Media that can be used
the creation of loyalty in the minds of satisfied customers. According include suggestion boxes placed in strategic places, for example by
to Kotler and Keller (2016) states that consumer satisfaction is a providing comment cards and special telephone lines (customer
person's feeling of pleasure or disappointment that arises after hotlines).
comparing the expected product performance (results) to the
expected performance (or results). If performance is below  Customer Satisfaction Surveys
expectations, consumers are dissatisfied. If performance exceeds In general, research on consumer satisfaction is conducted
expectations, consumers are very satisfied / happy. From the two using a survey method (Tjiptono, 2000). Through surveys, the
opinions above, it is clear that customer satisfaction is something company will get responses and feedback from consumers as well as
that determines the company's success. give a positive sign that the company pays attention to its consumers.

According to Fandy Tjiptono (2014: p.353) Satisfaction comes

from the Latin, namely states which means enough (enough), and

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Volume 7, Issue 3, March – 2022 International Journal of Innovative Science and Research Technology
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 Ghost Shopping  It is a customer's willingness to recommend a product that he has
This method is implemented by employing several tasted to friends or family, including:
people (ghost shoppers) to act and act as potential  Advise friends or relatives to buy the products offered because
consumers/buyers of the company's or competitor's products. the supporting facilities provided are adequate.
Then the ghost shopper conveys his findings regarding the  Advise friends or relatives to buy the products offered because
strengths and weaknesses of the company's or competitors' of the value or benefits obtained after consuming a product or
products based on their experience in buying these products. service.
In addition, ghosting shoppers can also observe or assess the
way the company and its competitors respond to consumer F. Consumer Segmentation
questions and respond to any complaints. Markets are made up of buyers, and buyers differ in one way
or another. They can have different desires, resources they have,
 Lost Customer Analysis places, buying attitudes, and buying practices that they do. Through
This method is quite unique. The company tries to market segmentation, companies dividing a large and heterogeneous
contact consumers who have stopped buying or who have market into small segments, so that it can be reached by the company
switched manufacturers. With this method, it is hoped that more efficiently and effectively, with products and services that suit
information on the causes of this occurrence will be obtained. the needs of consumers in that segment.
This information is very useful for companies to obtain
further policies in order to increase customer satisfaction and According to Ridwansyah (2017:16) the elements of a
loyalty. marketing strategy can be classified into three main elements,
namely:
In evaluating consumer satisfaction with a particular  Market segmentation is a process of dividing market into
product, service or company, consumers generally refer to segments (groups) that smaller based on certain characteristics
various factors or dimensions. Factors that are often used in  Targeting is the process of determining the segment customers
evaluating satisfaction with a product, according to Hawkins to be served (and not serve) by company
and Lonney quoted in Tjiptono (2010):  Positioning is a process of showing certain image of the
company in mind targeted customers.
“This method is quite unique. The company tries to contact
consumers who have stopped buying or who have switched According to Philip Kotler & Kevin (2009), market
manufacturers. With this method, it is hoped that information on the segmentation is an effort to improve the company's marketing
causes of this occurrence will be obtained. This information is very accuracy. In order to be of maximum benefit, market segments must
useful for companies to obtain further policies in order to increase meet the following five characteristics:
customer satisfaction and loyalty”
 Can be measured (Measurable)
In evaluating consumer satisfaction with a particular product, The size, purchasing power and profile of the segment must be
service or company, consumers generally refer to various factors or measurable. Certain segmentation variables are difficult to measure
dimensions. Factors that are often used in evaluating satisfaction
with a product, according to Hawkins and Lonney quoted in Tjiptono  Large (Substantial)
(2010): The segment must be large and profitable enough to serve. A
segment must be the largest possible homogeneous group value
 Conformance of Expectations sought by the marketing program tailor-made for them.
is a level the match between the expected product performance
right by the customer with what is felt by customers, including:  Can be reached (accessible)
 The product obtained matches or exceeds expectations. Segments can be reached and served effectively. For example,
 The services provided by employees match or exceed what is a perfume company found that heavy users of its brand were single
expected. women who worked late into the night and frequented bars. If these
 Supporting facilities obtained are in accordance with or women do not live or shop in certain places and are not highlighted
exceeding what is expected. by certain media, then they will be difficult to reach.

 Interest to visit again  Differentiable (Differentiable)

It is the customer's willingness to visit again or do Repurchase Segments can be separated conceptually and respond
of related products, differently to different elements and programs of the marketing mix.
 Interested to visit again because the service provided by If married and unmarried women give the same response in
employees is satisfactory purchasing cosmetics, then they are not a different segment.
 Interested to visit again because of the value and benefits that
obtained after consuming the product.  Actionable
 Interested to visit again because of the supporting facilities Effective programs can be formulated to attract and
provided adequate serve the relevant segments. For example, an airline company
identifies eight market segments, so as a consequence, the
 Willingness to Recommend company must be able to provide adequate resources to be
It is a customer's willingness to recommend a product that he able to develop separate marketing programs for each of these
has tasted to friends or family, including: segments.

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Volume 7, Issue 3, March – 2022 International Journal of Innovative Science and Research Technology
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III. RESEARCH METHODS Chinese and British citizens are 2.2%, Dutch, Irish, Japanese
citizens are 1.1%
This research is a case study conducted in a spa
company in Jakarta. The unit of analysis in this study is the
individual, namely the consumer. The consumers in this study  Gender
are male/female individuals who have enjoyed servicing at Of the 92 people who responded to the questionnaire, all
the Spa. In general, the measured variables are divided into 2 of the respondents answered questions about gender, and the
types, namely demographic variables and satisfaction distribution was obtained as follows:
variables.
From the Consumer Distribution Table by Gender, it is
The data used in this study include primary data and known that there are more female consumers (60.9%) than
secondary data. Primary data is data obtained directly from male consumers (39.1%). This happens, allegedly, because
data sources, while secondary data is data obtained from women are synonymous with beauty, beauty, and tidiness.
indirect sources related to the research topic (Kuncoro, 2003) One alternative to maintain that image, is to try to spend more
time and budget to visit the existing spa.
Sampling of respondents was carried out using
purposive sampling or professional judgment. Determination  Consumer Age
of the number of samples was carried out by The Slovin Of the 92 people who responded to the questionnaire,
method after the size of the population was known. three people did not give an answer, 89 people answered the
question about age, and the distribution was obtained as
To answer the first and second problems, namely how follows:
satisfaction with Spa products and consumer segmentation,
descriptive statistics are used, which describe the frequency  From the Consumer Distribution Table by age,
distribution and percentage of respondents' answers. Chi Square It is known that the most consumers are aged 20 – 30
stats. Chi Square is a statistic to test for independence. Chi Square is years (56.2%), followed by the age of 31 – 40 years (27%),
used to test whether two variables are not related. In this study, the less than 20 years (10.1%), the next age is 41 – 50 years
variables to be tested are consumer characteristics with consumer (5.6%), and the last one was 51-60 years old. This happens,
satisfaction with the product. The Chi Square equation is as follows: allegedly, because the age of 20 – 30 years is a productive
young age, where they have their own income, are not yet
r c ( A ij  Eij )2 married, have a need to try something new, look attractive,
  
2
and enjoy life. Of course, visiting the spa is one alternative
j 1 j 1 Eij that is appropriate and rational for them.

 Consumer's Last Education

Of the 92 people who responded to the questionnaire,
eight people did not give an answer, 84 people answered the
 Where :
question about the last education, and the distribution was
 2 = Chi Square count obtained as follows:
 Aij = Frequency actually in row 1
column j From the Consumer Distribution Table by Education, it
 Eij = Frequency expectations in row is known that most consumers have Diploma/S1 education
I, column j, if the two variables (73.8%), followed by Masters (15.5%), up to high school
are independen (equivalent) (9.5%), and the last is education S3 (1.2%). This
 r = Number of Lines happens, presumably, because people with Diploma/S1
 c = Number of Column education are more educated than high school graduates, but
do not yet have as many needs as graduates of S2 or S3. Thus,
IV. RESULTS AND DISCUSSION they have more extra money to meet secondary needs.

 Consumer Characteristics  Consumer Jobs

The following will discuss the characteristics of Of the 92 people who responded to the questionnaire, all
consumers obtained from data collection through of them answered questions about their work, and the
questionnaires. following distribution was obtained:

 Citizenship From the Consumer Distribution Table by occupation, it

Of the 92 people who responded to the questionnaire, all is known that most consumer consumers are employees
of the respondents answered questions about citizenship, and (33.7%) and students (27.2%), while the next order is
the distribution was obtained as follows: housewives (7.6%), civil servants (3.3%), teachers and
retirees 1.1% each. This happens, presumably, because
From the Consumer Distribution table based on employees in Jakarta experience relatively high work
nationality, it is known that Indonesian citizens are 92.4%, pressure, so they need more atmosphere, time, and place for
relaxation to relieve the daily fatigue and boredom they
experience at work. And spas are certainly a good alternative

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for them. In addition, employees have more income than provide a comfortable atmosphere. This makes the Spa can be
other jobs such as teachers, housewives, retirees, and civil a place of body, mind, and soul recovery for consumers.
servants. Meanwhile, college students, who are mostly
young, tend to look more attractive/beautiful, and tend to try  Compatibility between the price offered by the spa and the
new things with their friends. services/products provided
Of the 92 people who responded to the questionnaire, 1
 Arrival Frequency person was not willing to give an answer, 91 people gave an
Of the 92 people who responded to the questionnaire, 1 answer about the suitability of the price of Spa services to the
person was not willing to give an answer, and 91 people gave time of the study, and the distribution was obtained as
an answer about the number of visits to the Spa until the time follows:
of the study, and the distribution was obtained as follows:
From the Distribution Table of Consumers based on
From the Consumer Distribution Table based on Visits, Price - Service Suitability, it is known that most consumers
it is known that the least consumers are those who visit 4 think that the price is in accordance with what is received
times (4.4%) to 5 times (3.3%), while in the first visit (82.4%), while 17.6% do not agree. This, allegedly, is
(19.8%), the 2nd time (17, 6%), 3 times (26.4%), and more because professional Spa therapists are able to provide gentle
than five times (28.6%) were relatively high. This, allegedly, massage touches, good and correct communication, which are
because on the first visit consumers want to try the services packaged together with the comfort of the room atmosphere,
available at the Spa. Satisfied they tried a second time. On which is not found in other spas. The shady atmosphere is
their third arrival, they reached a saturation level, and tried able to reduce consumer price sensitivity.
other spa alternatives. Thus, the fourth and fifth visits to the
Spa have greatly decreased. After trying in other places and  Convenient Location
comparing with the services at the Spa, consumers feel more Of the 92 people who responded to the questionnaire, 1
comfortable at the Spa, so they decide to become regular person was not willing to give an answer, 91 people gave an
customers in the future. answer about the ease of reaching the Spa location, and the
distribution was obtained as follows:
 Resources
Of the 92 people who responded to the questionnaire, all From the Consumer Distribution Table based on the
of them gave answers about the sources of information about ease of reaching the Spa location, it is known that the most
Spa up to the time of the study, and the distribution was consumers answered that it was easy to reach the Spa location
obtained as follows: (85.7%), while the remaining (14.3%) answered that it was
not easy to reach. This is presumably due to the Spa's location
The Table of Consumer Distribution based on Sources on the main road, strategic, easy to reach, accessible, good
of Information about Spas above shows that most consumers access, and traversed by many vehicles.
get information from brochures (32.6%), while friends (19.6),
magazines (16.3%) and the internet (15.2%) occupy second  Consumer Satisfaction with Spa in general
place, and the last is family advice (4.3%) and board (3.3%). Of the 92 people who responded to the questionnaire, 2
This, presumably, was because the brochure was simpler, in people were not willing to give an answer, 90 people gave an
which the product, address, and price were clearly stated. So, answer about satisfaction with the Spa in general, and the
with the information from the brochure, consumers feel they distribution was obtained as follows:
are ready with everything, including the costs to be paid.
From the Table of Consumer Satisfaction with Spa, it is
 Willingness to Come Back generally known that most consumers answered satisfied
Of the 92 people who responded to the questionnaire, 1 (80.0%), those who answered very satisfied (13.3%), and
person was not willing to give an answer, 91 people gave an those who answered average (6.7%). So, in general,
answer about their willingness to come back to the Spa until consumers are quite satisfied with the Spa.
the time of the study, and the distribution was obtained as
follows:  Relationship between Consumer Characteristics and
Consumer Satisfaction at Spa
From the Consumer Distribution Table based on
willingness to come back, it is known that most consumers  Relationship between Citizenship and satisfac- tion with
are willing to come back (82.4%), while 17.6% are not. High Consumer Satisfaction with Spa
willingness of consumers to come This return, allegedly, From the distribution of the questionnaires obtained and
because consumers are pampered with the services of a the Chi Square value between citizenship and consumer
satisfactory therapist, adequate treatment facilities, and satisfaction in general with Spa is known that the Chi Square
attractive and attractive interior design. significance value of 0.999 is much greater than 5%, so it can
be concluded that there is no significant relationship between
This return, allegedly, because consumers are pampered citizenship and general consumer satisfaction with the Spa.
with the services of a satisfactory therapist, adequate This is, presumably, because Spas, in general, do set the same
treatment facilities, and an attractive interior design and standard of service for all consumers who come to take
services at the Spa.

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 The Relationship between Consumer Gender and number of visits and satisfaction with the Spa was generally
Satisfaction with Spa known that the Chi Square significance value was 0.044 less
From the distribution of the questionnaires obtained than 5%, so it was concluded that there was a significant
cross tabulation and the Chi Square value between sexes with relationship between the number of visits and satisfaction
general satisfaction with the Spa, it is known that the Chi with the Spa in general. With a contingency coefficient =
Square significance value of 0.002 is much smaller than 5%, 0.417. This, allegedly, is because the reason consumers come
so it can be concluded that there is a significant relationship to the spa is to refresh the body, relax the mind, and calm the
between gender and general satisfaction with the Spa, where soul. While the willingness to return is related to satisfaction
women more satisfied than men. With contingency with the Spa in general, as well as the price offered by the
coefficient = 0.355. It is suspected that because most of the Spa, in general, according to most consumers, it is
management and implementers are women, the policies appropriate, the location is also easy to reach, while the Spa
regarding programs and facilities at the Spa, consciously or products themselves, in general, are rated as quite
not, lead to the fulfillment of feminine needs. satisfactory. Thus, the three consumer needs have been met
in a way that is cheap, easy, and quite satisfying.
 The relationship between age and satisfaction with Spa
From the distribution of the questionnaires obtained  The Relationship between Information Sources and
cross tabulation and the Chi Square value between age and General Satisfaction with Spa
general customer satisfaction with the Spa, it is known that From the distribution of the questionnaires, it was
the Chi Square significance value of 0.007 is much smaller obtained that the Chi Square value between the sources of
than 5%, so it is concluded that there is a significant information and satisfaction with the Spa was generally
relationship between age and general satisfaction with Spa, known that the Chi Square significance value of 0.912 was
where young age more satisfied than the older. With a much greater than 5%, so it was concluded that there was no
contingency coefficient = 0.440. This is, allegedly, because significant relationship between the sources of information
the concept of a spa is basically to refresh the body, relax the and satisfaction with the Gaya Spa in general.
mind, and calm the soul. With great energy and enthusiasm,
as well as with their great ability to absorb new things, with a  The Relationship between Consumer willingness to Come
little touch, young people are relatively easy to achieve these Back and General Satisfaction with Spa
three things and come back refreshed. While old age is From the distribution of the questionnaires obtained
relatively inert to change, or shifts from one condition to the cross tabulation and the Chi Square value between the
next, so it requires a longer and more understanding willingness to come back and satisfaction with the Spa in
treatment. general it is known that the Chi Square significance value of
0.000 is much smaller than 5%, so it can be concluded that
 The relationship between the last education of consumers there is a significant relationship between the willingness to
with satisfaction with spa visit again and satisfaction with the Spa in general. where
From the distribution of the questionnaires, it was those who are willing to revisit tend to have higher
obtained that the Chi Square value between the last education satisfaction. With a contingency coefficient = 0.520.
level and satisfaction with Spa was generally known that the
Chi Square significance value of 0.157 was much greater than  Relationship between Fair Pricing and General
5%, so it was concluded that there was no significant Satisfaction with Spa
relationship between the last education level and satisfaction From the distribution of the questionnaires obtained
with Spa in general. This, it is suspected, is because the Spa cross tabulation and the Chi Square value between reasonable
management does not make programs or facilities that are pricing and satisfaction with the Spa in general, it is known
differentiated based on the level of education or consumer that the Chi Square significance value of 0.000 is much
perception. smaller than 5%, so it can be concluded that there is a
significant relationship between price suitability with service
 The Relationship between Consumer Jobs and General and satisfaction with the Spa in general. In general, those who
Satisfaction with Spa think the price is appropriate tend to be perceive the price is
From the distribution of questionnaires, it was obtained appropriate tend to have higher satisfaction. With a
that the Chi Square value between work and satisfaction with contingency coefficient = 0.566.
the Spa was generally known that the Chi Square significance
value of 0.055 was greater than 5%, so it was concluded that  The relationship between the convenience of the location
there was no significant relationship between work and with general satisfaction with the spa
satisfaction with the Spa in general general. This, it is From the questionnaire distribution, it was obtained that
suspected, is because the Spa management does not make the Chi Square value between the convenience of the location
programs that are differentiated based on the work of and satisfaction with the Spa was generally known that the
consumers. Chi Square significance value of 0.186 was much greater than
5%, so it was concluded that there was no significant
 The Relationship between the Number of Consumer Visits relationship between the convenience of the location and
with Satisfaction with Spa satisfaction with the Spa in general.
From the distribution of the questionnaires, cross
tabulation was obtained and the Chi Square value between the

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Volume 7, Issue 3, March – 2022 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
 Summary of Total Score Relationship Consumer suggested to the company to further research why consumers
Characteristics and Satisfaction with Spa are only interested in traditional treatments. So, companies
From the results of the analysis of the collected can take better steps, in terms of training, pricing, or in terms
questionnaire data, a summary of the contingency coefficients of costs.
of the characteristics related to satisfaction is obtained as
follows: REFERENCES

The most related to satisfaction with Spa in general is [1]. Bitner,M.J dan Zeithmal, VA,2003, Service Marketing
the suitability of price with service (0.566), the second is the ( 3rd ed), Tata Mc Graw Hill,New Delhi
willingness to come back (0.520), the third is age (0.440), the [2]. Departemen Pariwisata: Standar Usaha, Standar
fourth is the visit (0.417), and the last is gender ( 0.355). Kompetensi SDM, dan Standar Produk di Bidang Spa,
2002.
V. CONCLUSION AND SUGGESTIONS [3]. Direktorat Kesehatan Komunitas, Ditjen Bina
Kesehatan Masyarakat, Departemen Kesehatan RI,
A. Conclusion Standard Pelayanan Spa dari Aspek Kesehatan, Jakarta,
Some conclusions obtained from this research are as 2003.
follows: [4]. Direktorat Standardisasi Produk Pariwisata Indonesia,
Standar Spa, November, 2002.
 Most of the Spa consumers are: Indonesian citizens, [5]. Direktori Spa Indonesia, Januari, 2004.
women, between the ages of 20 – 40 years, with [6]. Howkin dan Lonney dikutip dalam Tjiptono, Indikator
Diploma/S1 education, occupation employees/students, at Kepuasan Konsumen, Jakarta:Binarupa Aksara,2010
least those who visit 4 times to 5 times, while on the 1st [7]. Kuncoro, Mudrajad. Metode Riset Untuk Bisnis &
visit, the 2nd visit 2 times, 3 times, and more than 5 times Ekonomi, Jakarta :Erlangga,2003
is relatively high, gets information from [8]. Kotler,Philip. Lane keller, Kevin. Manajemen
brochures/friends/internet, is willing to come back, thinks Pemasaran Edisi 13, Jilid 2”. (Jakarta: Penerbit
the price is right, thinks the location is good, and places Erlangga),2009
the product/service as the most important. [9]. Kotler, Phillip dan Kevin Lane Keller, Manajemen
Pemasaran Edisi 12 Jilid 1 & 2 Jakarta : PT Indeks
Among the characteristics and products/services of the Setyo,2016
Spa there is a relationship as follows: [10]. Majalah Travel Club, Edisi Januari 2004,
[11]. Ridwansyah, Ardhi, Instant Marketing For Busy People
Consumer General Spa Satisfaction : Rangkuman Intisari Pemasaran, Esensi, Jakarta,2017
Characteristics [12]. Purnomo Edwin, Pengaruh Kualitas Produk dan Harga
Citizenship No connection Terhadap Kepuasan Konsumen Best Autoworks, Jurnal
Gender There is a relationship Women are Manajemen dan Start-Up Bisnis, Vol. 1, No. 6, hal. 755-
more satisfied than men 764, 2017
Age There is a relationship Young age [13]. Tjiptono, Fandy, Pemasaran Jasa Prinsip,Penerapan,
is more satisfied than old age dan Penelitian,Andi Offset, Yogyakarta,2014
Education No connection [14]. Tjiptono,Fandy dan Chandra Gregorius,Service,Quality
Profession No connection Satisfaction, Yogjakarta:Andi Offset,2012
Visit to- There is a relationship The more
often you visit the more satisfied
Source of Info No connection
Willingness There is a relationship. Those who
are willing are more satisfied than
those who are not
Price There is a relationship. Those who
agree that the price is good are
more satisfied than not
Location No connection

B. Suggestions
Based on the conclusions above, as well as the
information obtained during the research, it is suggested that
because consumers place the product/service as the most
important thing, the Spa should pay more attention to its
handling. Giving more attention to the therapists, which
involves improving skills, satisfaction and a supportive work
atmosphere, a more motivating incentive system, and others.
Improvement of facilities and therapy rooms, so that
consumers are more satisfied physically and mentally. It is

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