PENGARUH PRODUK, HARGA, LOKASI DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN DI HOTEL WIJAYA 1 SUMENEP MADURA

Atmaja, Jacqueline Margaret Surya (2018) PENGARUH PRODUK, HARGA, LOKASI DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN DI HOTEL WIJAYA 1 SUMENEP MADURA. Undergraduate thesis, Universitas Katolik Darma Cendika.

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Abstract

Tourism is one of the sectors that become the driving force in the country's economic growth. The diversity of tourist destinations in Sumenep regency, Madura brings a positive factor in the increase of tourist visits, so it takes a hotel with good quality. Hotels as one means of accommodation in the tourism industry. The increasing number of hotels that have sprung up has led to increasingly intense competition. The product, price, location and quality of service offered by each hotel are different, with the same goal that is to increase customer satisfaction through quality improvement of service quality so as to maintain and develop their business. The purpose of this study is to determine the effect of product, price, location and quality of service to customer satisfaction in Hotel Wijaya 1 Sumenep Madura. This type of research is quantitative and use purposive sampling sampling technique. The data used in the study is the primary data with samples taken 100 people. While the analysis technique used is multiple regression analysis. Product test results (X1) show that nilat t arithmetic1,161 <value ttable 1,985, so it can be concludedtidak affect to customer satisfaction (Y) at Hotel Wijaya 1 Sumenep, Madura. The result of price test (X2) shows that nilat t arithmetic1.064 <ttable value 1,985, so it can be concluded not affect to customer satisfaction (Y) at Hotel Wijaya 1 Sumenep, Madura. The result of location test (X3) shows that nilat t arithmetic0,991 <ttable value 1,985, so it can be concluded not affect to customer satisfaction (Y) at Hotel Wijaya 1 Sumenep, Madura. The result of the quality of service test (X4) shows that nilat t arithmetic 4,422> ttable value 1,985 and significance level 0,000 <0,05, so it can be concluded have a significant effect on customer satisfaction (Y) at Wijaya 1 Sumenep, Madura. Berdasarkan multiple linear regression, the greatest contribution is the quality of service (X4) of 54.9% in affecting customer satisfaction.

Item Type:

Thesis (Undergraduate)

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