The influence of price and service quality toward customer satisfaction at Wing Hotel Kualanamu Medan

Erlyn, Christy (2021) The influence of price and service quality toward customer satisfaction at Wing Hotel Kualanamu Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Southeast Asia’s largest country continues to attract numbers of travelers from around the world. Wing Hotel Kualanamu is a hotel near the International Kualanamu Airport that survives by implementing pricing strategies and providing quality service to customers in order to create customer satisfaction. The purpose of this research was to see how price (X1) and service quality (X2) influenced customer satisfaction at the Wing Hotel Kualanamu. As a result, the population chosen is all Wing Hotel Kualanamu customers, with a sample size of 63 respondents using non-probability sampling, i.e. the incidental sampling method. The research utilizes quantitative, descriptive, and causal methods. Analytical techniques include instruments test, descriptive analysis, the classical assumption test, multiple linear regression, the coefficient of determination test, and hypothesis testing. The data met the criteria for analysis, yielding the multiple linear regression equation Y= 2.923 + 0.268X1 + 0.347X2 + 1.924. With a value of 0.268 X1 and 0.347X2, the service quality variable (X2) has a greater influence on customer satisfaction. The t-test and f-test revealed that price and service quality had a positive and significant influence on customer satisfaction, partially and simultaneously, allowing the hypothesis Ha1, Ha2, and Ha3 to be accepted. According to the coefficient of determination R2, the influence of the two independent variables is 68.1 %, with the remaining 31.9 % influenced by other variables not performed in this research. To increase customer satisfaction, company can pay attention to pricing strategies and provide the best service by training staff to follow SOPs/Negara terbesar di Asia Tenggara ini terus menarik banyak wisatawan dari seluruh dunia. Wing Hotel Kualanamu berlokasi dekat dengan International Kualanamu Airport dimana merupakan salah satu hotel yang bertahan dengan menerapkan strategi pemberian harga dan kualitas pelayanan terhadap pelanggan untuk menciptakan kepuasan pelanggan. Penelitian ini dilakukan untuk mengetahui pengarh harga (X1) dan kualitas pelayanan (X2) terhadap kepuasan pelanggan di Wing Hotel Kualanamu. Maka dari itu, populasi yang diambil adalah seluruh pelanggan Wing Hotel Kualanamu dengan sampel 63 respondent dimana menggunakan non-probability sampling yaitu metode insidental sampling. Penelitian menggunakan pendekatan kuantitatif, deskriptif, dan kausal. Dengan metode analisis seperti instrumen test, deskriptif analisis, uji asumsi klasik, regresi linear berganda, uji koefisien determinasi, uji hipotesis. Data telah memenuhi kriteria analisi yang menghasilkan persamaan regresi linear berganda Y= 2.923 + 0.268X1 + 0.347X2 + 1.924. Variabel kualitas pelayanan (X2) memiliki pengaruh lebih besar dalam kepuasan pelanggan dengan nilai 0.347 dan 0.286 untuk variabel X1. Melalui uji t dan uji f diperoleh bahwa harga dan kulaitas pelayanan mempunyai pengaruh positif dan signifikan secara parsial dan simultan terhadap kepuasan pelanggan sehingga hipotesis Ha1, Ha2, dan Ha3 diterima. Besar pengaruh kedua variable bebas diliat dari uji koefisien determinasi R2 adalah 68.1% dan sisanya 31.9% dipengaruhi variabel lain yang tidak dijelaskan dalam penelitian ini. Untuk meningkatkan kepuasan pelanggan, mereka dapat memperhatikan strategi harga dan memberikan layanan terbaik dengan melatih staf untuk mengikuti SOP.

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