APAKAH KUALITAS PELAYANAN DAN PERSEPSI HARGA PENTING UNTUK MENDORONG KEPUASAN PELANGGAN HOTEL DI BANDA ACEH?

Yusra Yusra, Andi Roza

Abstrak


Tujuan dalam penelitian ini adalah untuk mengetahui pengaruh Harga dan Kualitas Pelayanan terhadap Kepuasan Pelanggan hotel di Banda Aceh. Jumlah sampel penelitian ini sebanyak 96 responden. Data penelitian dikumpulkan melalui kuisioner. Pengujian hipotesis menggunakan analisis regresi linier berganda, uji F dan uji t dimaksud untuk mengetahui pengaruh variabel independen terhadap variabel dependen pada tingkat kepercayaan 95% (α = 0,05). Hasil penelitian berdasarkan uji t bahwa Harga berpengaruh terhadap Kepuasan Pelanggan Hotel di Banda Aceh. Hal ini dibuktikan dengan hasil nilai t sebesar 2,696 dengan tingkat signifikansi sebesar 0,008 < 0,05. Kualitas Pelayanan juga berpengaruh terhadap Kepuasan Pelanggan Hotel di Banda Aceh. Hal ini dibuktikan dengan hasil nilai t hitung sebesar 3,500 dengan tingkat signifikansi sebesar 0,001 < 0,05. Hasil penelitian ini diharapkan dapat menjadi bahan pertimbangan bagi hotel-hotel di Banda Aceh yang ingin meningkatkan kepuasan pelanggannya.

Kata kunci: Kualitas Layanan; Harga, Kepuasan Pelanggan; Hotel; Banda Aceh


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Referensi


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DOI: https://doi.org/10.47647/jsh.v7i1.2652

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