ANALISIS KEPUASAN DAN KETIDAKPUASAN TAMU HOTEL NOVOTEL: PENDEKATAN TEXT MINING ATAS ULASAN DARING PADA SITUS WEB TRIPADVISOR
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https://doi.org/10.9744/jmp.9.2.71-80
Keywords:
ulasan daring, kepuasan dan ketidakpuasan tamu, atribut hotelAbstract
Ulasan daring di internet merupakan gambaran perilaku pasca pembelian yang ditunjukkan oleh konsumen yang harus diperhatikan oleh bisnis di semua sektor termasuk perhotelan. Ulasan daring menjadi sarana bagi tamu hotel membagikan pengalaman menginap dimana bagi manajemen, ulasan daring dapat digunakan sebagai alat bantu untuk mengevaluasi layanan yang diberikan oleh hotel. Penelitian ini bertujuan untuk mengidentifikasi faktor penentu kepuasan dan ketidakpuasan tamu ketika menginap berdasarkan 7 atribut antara lain: hotel, service, room, food and beverage, location, security, dan price/value. Penelitian juga bertujuan mengukur konsistensi layanan yang diberikan hotel dengan brand name yang sama namun berlokasi di kota yang berbeda di Indonesia. Objek yang diteliti adalah lima properti hotel Novotel yang berada di Jakarta, Bandung, Surabaya, Semarang, dan Bali. Text mining dilakukan atas 1.229 ulasan daring menggunakan platform daring Voyant Tools. Hasil penelitian menemukan bahwa hotel Novotel telah konsisten dalam menjalankan SOP terkait kualitas produk dan layanannya. Atribut service menjadi atribut utama penyebab kepuasan dan ketidakpuasan tamu.
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