Analisis Customer Experience Pada Bobobox Di Kota Bandung

Farah Zaimah Nabila, Aditya Wardhana

Abstract

ABSTRAK
Parawisata adalah kekayaan yang dimiliki Indonesia sejak dahulu. Parawisata di Indonesia terus
berkembang dan berinovasi, begitu pula di kota Bandung. Wisatawan yang ramai berkunjung juga
mendorong Tingkat Penghunian Kamar (TPK) Hotel di Bandung. Banyaknya tempat penginapan di
Kota Bandung pun menawarkan inovasi setiap tahunnya. Hal tersebut menyebabkan perusahaan
penginapan ingin meberikan customer experience terbaik kepada wisatawan yang berkunjung ke
Kota Bandung. Salah satu perusahaan penginapan startup yang sedang booming, Bobobox owner-nya
mengatakan ingin menawarkan sebuah penginapan dengan pengalaman berbeda melalui hotel kapsul
modern dan terintegrasi dengan sistem IoT (Internet of Things).
Tujuan penelitian ini dilakukan untuk mengetahui bagaimana customer experience pelanggan
Bobobox di Kota Bandung . Penelitian ini dilakukan dengan menggunakan metode kuantitatif. Jenis
penelitian ini adalah deskriptif. Teknik pengambilan sampel dilakukan dengan metode NonPorobability sampling dengan metode pengambilan sampel Incidental Sampling karena sesuai dengan
tujuan penelitian yaitu sebanyak 100 responden yang pernah menginap di Bobobox Indonesia Kota
Bandung sekurang-kurangnya satu kali. Teknik analisis yang digunakan adalah teknik analisis
deskriptif.
Diperoleh rata-rata persentase tanggapan responden terhadap customer experience pada
pelanggan Bobobox Indonesia Kota Bandung berada pada kategori sangat baik. Hasil penelitian
untuk ke delapan indikator customer experience adalah sebagai berikut: accessibility 92,50% ,
competence 84,62%, customer recognition 83,00%, helpfulness 90,00%, personalization 89,50%,
problem solving 83,37%, promise fulfilment 89,87%, value of time 85,62%, dan rata-rata dari seluruh
indikator customer experience tersebut menghasilkan angka 87,31%. Hasil penelitian menunjukan
bahwa dari delapan faktor customer experience, Accessibility merupakan dimensi yang memperoleh
nilai rata-rata tertinggi.
Kata Kunci: Customer Experience, Accessibility, Competence, Customer Recognition, Helpfulness,
Personalization, Problem Solving, Promise Fulfilment, dan Value for Time
ABSTRACT
Tourism is one of the biggest resources that Indonesia has since a long time ago. It continues to develop and
innovate, as well as in Bandung. Tourists that come to Bandung also increase Tingkat Penghunian Kamar (TPK)
of Hotels in Bandung. Lots of Hotels in Bandung also offer innovations every year. The increase of tourists who
come to Bandung causes the hospitality companies want to provide the best customer experience for tourists
visiting Bandung. One of the startup hospitality companies that are booming, Bobobox the owner said he wants
to offer a different experience through a modern capsule hotel and integrated with IoT (Internet of Things)
system.
The purpose of this study is to find out how Bobobox's customer experience in the city of Bandung and the
dominant factor in customer experience in Bandung. This research was conducted using a quantitative method.
This type of research is descriptive. The sampling technique is done by the method of non-probability sampling
with incidental sampling because in this study the authors fit the research objectives of 100 respondent who have
stayed at Bobobox Indonesia, Bandung City at least once. The analysis technique used is descriptive analysis.
The results showed that respondents responses to the customer experience of Bobobox Indonesia, Bandung
City is in the very good category. The results of the research for the eight indicators of customer experience are:
92.50% accessibility, 84.62% competence, 83.00% customer recognition, 90.00% helpfulness, 89.50%
personalization, 83.37% problem solving, promise fulfillment. 89.87%, value of time 85.62%, and the average of
all customer experience indicators resulted in 87.31%. The results showed that of the eight factors of customer
experience, accessibility is the dimension that gets the highest average score.
Keywords: Customer Experience, Accessibility, Competence, Customer Recognition, Helpfulness,
Personalization, Problem Solving, Promise Fulfilment, dan Value for Time

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