Manajemen & Bisnis, Volume 10, Nomor 2, September 2011 FACTOR ANALYSIS TO GUEST SATISFACTION DIFFERENTIATED BY INCOME SEGMENT Rudy Aryanto Management Department, Binus University, email: raryanto@binus.edu Abstract Currently fast growing researches on the factors of customer satisfaction, especially in the services sector and tourism. Indonesian as a famous tourism market is going through a period of great change in the current era in term of the demand for tourism destination attraction. One of the tourism destination is Ragunan Zoo Park. To get more market, management should be more pay attention to visitor by increasing in visitor's satisfaction so that they become a loyal visitors and they will bring more customers to visit Ragunan. The Ragunan's visitors income can divide in two segment: first. The visitors that have income more regional salary rate (UMR), second. The visitors that have income under regional salary rate. The objectives in this research are: to know are there any variables that differentiation visitor's satisfaction. Variables that being used base on the customers satisfaction dimension and overall destination product. Data processing and analyzing use Discriminant Analysis. This method was hoped could answer the research objectives. Over all. The research shows any significant differentiation between two groups. Variables that make different are: games ticket, food and beverages price, education image, access, parking facility and count of animals. Keywords: tourism destination, satisfaction, discriminant analysis Abstrak Saat ini tengah berkembang berbagai penelitian tentang kepuasan pelanggan, khususnya di sektor layanan dan turisme. Indonesia sebagai pasar wisata terkenal akan melalui periode perubahan besar di era saat ini dalam hal permintaan untuk daya tarik wisata. Salah satu tujuan wisata yang ada adalah kebun binatang Ragunan.Agar dapat memperoleh lebih banyak pengunjung, pihak manajemen harus lebih memperhatikan kepuasan pelanggan sehingga dapat menjadi pengunjung yang loyal dan mengajak pelanggan lain ke kebun binatang Ragunan. Pengunjung Ragunan dapat dibagi menjadi dua segmen, yaitu pengunjung yang memiliki pendapatan di atas upah minimum regional (UMR), dan pengunjung yang berpendapatn di bawah UMR. Tujuan penelitian ini adalh untuk mengetahui ariable yang dapat menjadi pembada kepuasan pelanggan. Variabel yang digunakan merujuk pada dimensi kepuasan pelanggan dan keseluruhan produk tujuan. Secara keseluruhan penelitian ini menunjukan perbedaan yang signifikan antar dua kelompok. Variabel yang menjadi pembeda adalah tiket permainan, harga makanan dan minuman, citra pendidikan, akses, fasilitas parkir dan jumlah binatang. Kata kunci: tourism destination, satisfaction, discriminant analysis JEL Classification: M30 ; : 1. Introduction Tourism is the world's fastest rapid growing industry (WTO, 2000), and one of the famous tourism destination is Indonesia which has scenic and natural attraction country and as the biggest archipelago country with 17,508 islands dan length of coastal 81,000 km (Aryanto, 2008). DKI Jakarta as the capital city of Indonesia has international tourist growth 4.06% and national tourist growth 17.40% in 2007. There are principal destinations on the tourism market. 239