The influence of service quality and price toward customer satisfaction at Grand Suma Hotel Kotapinang, Labuhanbatu Selatan

Newsty, Alfina (2021) The influence of service quality and price toward customer satisfaction at Grand Suma Hotel Kotapinang, Labuhanbatu Selatan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The aim of this study was to examine the influence of service quality and price towards customer satisfaction at Grand Suma Hotel Kota Pinang, Labuhanbatu Selatan. The writer chooses Grand Suma Hotel as the research object because decrease in visitors that occurs and shows a decrease in customer satisfaction. In this case, the problem that the company realizes is the poor service quality provided to customers, such as friendliness in serving customers who come but also prices that are more expensive than other hotels, such as competition between competitors hotels. Descriptive and causal study are used to analyze the sample of 43 respondents. The respondents are 43 respondents from Grand Suma Hotel are taken using nonprobability sampling criteria using convenience sampling. Distribution of the questionnaires conducted has passed the validity and reliability test. The data tested also passed the normality test, multicollinearity test, and heteroscedasticity tests. The value on the coefficient of determination shows 57.6% that service quality and price influence to customer satisfaction. It can be suggested about training, can suggest providing regular training on service to customers and is required to be followed, especially for employees who deal directly with customers so that employees have a more active response in serving and handling various complaints received from customers for service improvement at the Grand Suma Hotel in the future. Considering the problem of price, the price is not proportional to the facilities provided, besides the need to adjust the room price, Grand Suma Hotel also needs to adjust the additional facilities provided to customers to be able to compete in gaining the trust of customers/Penelitian ini bertujuan untuk menguji pengaruh kualitas pelayanan dan harga terhadap kepuasan pelanggan di Hotel Grand Suma Kota Pinang Labuhanbatu Selatan. Penulis memilih Hotel Grand Suma sebagai objek penelitian karena penurunan pengunjung yang terjadi dan adanya kepuasan dari konsumen yang menurun. Dalam hal ini, masalah yang disadari perusahaan adalah buruknya kualitas pelayanan yang diberikan kepada pelanggan, seperti keramahan dalam melayani pelanggan yang datang tetapi juga harga yang lebih mahal dari hotel lain, seperti persaingan antar hotel pesaing. Studi deskriptif dan kausal digunakan untuk menganalisis sampel sebanyak 43 responden. Responden berjumlah 43 responden dari Hotel Grand Suma yang diambil dengan kriteria nonprobability sampling menggunakan convenience sampling. Penyebaran kuesioner yang dilakukan telah melewati uji validitas dan reliabilitas. Data yang diuji juga lolos uji normalitas, uji multikolinearitas, dan uji heteroskedastisitas. Nilai pada koefisien determinasi menunjukkan 57,6% bahwa kualitas pelayanan dan harga berpengaruh terhadap kepuasan pelanggan. Dapat disarankan tentang pelatihan, dapat menyarankan untuk memberikan pelatihan secara berkala tentang pelayanan kepada pelanggan dan wajib diikuti terutama bagi pegawai yang berhubungan langsung dengan pelanggan agar pegawai lebih aktif dalam melayani dan menangani berbagai keluhan yang diterima dari pelanggan atas pelayanan perbaikan di Hotel Grand Suma kedepannya. Mengingat masalah harga, harga yang tidak sebanding dengan fasilitas yang diberikan, selain perlu menyesuaikan harga kamar, Grand Suma Hotel juga perlu menyesuaikan fasilitas tambahan yang diberikan kepada pelanggan untuk dapat bersaing dalam mendapatkan kepercayaan pelanggan.

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