ANALISIS PENGARUH DIMENSI KUALITAS TERHADAP KEBERHASILAN PROYEK THEME PARK DI INDONESIA DENGAN METODE THEMEQUAL DAN IMPORTANCE-PERFORMANCE MAP ANALYSIS (IPMA)

GANESYA, AGENG RAMADANA (2024) ANALISIS PENGARUH DIMENSI KUALITAS TERHADAP KEBERHASILAN PROYEK THEME PARK DI INDONESIA DENGAN METODE THEMEQUAL DAN IMPORTANCE-PERFORMANCE MAP ANALYSIS (IPMA). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The rapid growth of the theme park industry in Indonesia has been accompanied by several projects failing to achieve long-term success. This phenomenon raises questions about the quality dimensions that influence visitor satisfaction and their impact on project success. This study aims to analyze the effects of Building & Design Quality and Theme Park Service Quality on the success of theme park projects, with visitor satisfaction acting as a mediator. The research employs the THEMEQUAL method as the primary framework for assessing service quality, combined with Partial Least Squares-Structural Equation Modeling (PLSSEM) and Importance-Performance Map Analysis (IPMA) to analyze data from two case studies of theme parks in Indonesia. The respondents are theme park visitors who provided assessments on building and design quality, service quality, and their overall satisfaction. The results reveal that building and design quality, encompassing aspects of safety, aesthetics, and durability, significantly enhance visitor satisfaction. Moreover, service dimensions measured through THEMEQUAL, such as reliability, accessibility, and innovative interactions, positively affect the visitor experience and foster loyalty. Visitor satisfaction is proven to be a critical mediator in determining project success. These findings offer practical implications for theme park developers, highlighting the importance of focusing on design quality, service quality, and visitor experience to enhance project success. Furthermore, the study proposes a new approach for evaluating and improving theme park quality in Indonesia using the THEMEQUAL method. Keywords: Building & Design Quality, THEMEQUAL, service quality, visitor satisfaction, project success, PLS-SEM, IPMA. Pertumbuhan industri theme park di Indonesia mengalami peningkatan pesat, namun beberapa proyek mengalami kegagalan dalam mencapai keberhasilan jangka panjang. Fenomena ini memunculkan pertanyaan terkait dimensi kualitas yang memengaruhi kepuasan pengunjung serta dampaknya terhadap keberhasilan proyek. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas desain dan bangunan (Building & Design Quality) serta kualitas layanan (Theme Park Service Quality) terhadap keberhasilan proyek theme park melalui mediasi kepuasan pengunjung. Penelitian ini menggunakan metode THEMEQUAL sebagai kerangka utama dalam mengukur kualitas layanan, dipadukan dengan Partial Least Squares-Structural Equation Modeling (PLS-SEM) dan Importance-Performance Map Analysis (IPMA) untuk menganalisis data dari dua studi kasus theme park di Indonesia. Responden penelitian ini adalah pengunjung theme park yang memberikan penilaian terhadap kualitas bangunan & desain, kualitas layanan, dan kepuasan mereka. Hasil penelitian menunjukkan bahwa kualitas bangunan dan desain, yang mencakup aspek keamanan, estetika, dan ketahanan, secara signifikan meningkatkan kepuasan pengunjung. Selain itu, dimensi layanan yang diukur dengan THEMEQUAL, seperti keandalan, aksesibilitas, dan inovasi interaksi, secara positif mempengaruhi pengalaman pengunjung dan loyalitas mereka. Kepuasan pengunjung terbukti berperan sebagai mediator penting dalam menentukan keberhasilan proyek. Temuan ini memberikan implikasi praktis bagi pengembang theme park untuk lebih memperhatikan kualitas desain, layanan, dan pengalaman pengunjung guna meningkatkan keberhasilan proyek. Selain itu, penelitian ini mengusulkan pendekatan baru untuk mengevaluasi dan meningkatkan kualitas theme park di Indonesia menggunakan metode THEMEQUAL. Kata Kunci: Building & Design Quality, THEMEQUAL, kualitas layanan, kepuasan pengunjung, keberhasilan proyek, PLS-SEM, IPMA.

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