The influence of product quality, service quality, and brand image on customer satisfaction in Kanvaz Resort Seminyak

Reni, Reni (2024) The influence of product quality, service quality, and brand image on customer satisfaction in Kanvaz Resort Seminyak. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Customer satisfaction lies at the heart of any successful hospitality venture, and Bali's industry is no exception. It is the ultimate measure of a guest's experience and plays a role in determining the industry's long-term viability. This research has purpose to know the effect of product quality, service quality and brand image on customer satisfaction at Kanvaz Resort Seminyak. To measure the customers’ satisfaction, the researcher will use product quality, service quality, and brand image. Product quality refers to the degree to which a product fulfills its intended purpose effectively and reliably. Meanwhile, service quality refers to the level of excellence in the delivery of services. In addition, brand image is the perception or impression that consumers have of a brand, encompassing their feelings, associations, and beliefs. Furthermore, customer satisfaction is the measure of how products or services provided by a company meet or surpass customer expectations, leading to contentment and loyalty. This quantitative research was conducted on customers of Kanvaz Resort Seminyak. As the data was collected by a valid and reliable questionnaire. Data analysis methods include T test, F test, linear regression and determination test. The research results show that product quality has a significant effect on customer satisfaction at Kanvaz Resort Seminyak with t-test 2.165 and average of 9.50. Service quality has a significant effect on customer satisfaction at Kanvaz Resort Seminyak with t-test 4.606 and average of 12.59. Brand image has a significant effect on customer satisfaction at Kanvaz Resort Seminyak with t-test 2.008 and average of 7.05. Customer satisfaction at Kanvaz Resort Seminyak has the lowest average of 7.02, which shows that most customers do not agree with the dimensions of customer satisfaction. Therefore, the main recommendation for improvement is to focus on customer satisfaction through improving product and service quality, collecting and analyzing customer feedback, developing loyalty programs, and improving brand image. / Kepuasan pelanggan merupakan inti dari setiap usaha perhotelan yang sukses, dan industri di Bali tidak terkecuali. Ini adalah ukuran akhir dari pengalaman tamu dan berperan dalam menentukan kelangsungan industri dalam jangka panjang. Penelitian ini bertujuan untuk mengetahui pengaruh barang, kualitas pelayanan dan citra merek terhadap kepuasan pelanggan di Kanvaz Resort Seminyak. Untuk mengukur kepuasan pelanggan, peneliti akan menggunakan kualitas produk, kualitas layanan, dan citra merek. Kualitas produk mengacu pada sejauh mana suatu produk memenuhi tujuan yang dimaksudkan secara efektif dan andal. Sedangkan kualitas layanan mengacu pada tingkat keunggulan dalam penyampaian layanan. Selain itu, citra merek adalah persepsi atau kesan yang dimiliki konsumen terhadap suatu merek, yang mencakup perasaan, asosiasi, dan keyakinan mereka. Lebih jauh lagi, kepuasan pelanggan adalah ukuran bagaimana produk atau layanan yang disediakan oleh perusahaan memenuhi atau melampaui harapan pelanggan, yang mengarah pada kepuasan dan loyalitas. Penelitian kuantitatif ini dilakukan pada pelanggan Kanvaz Resort Seminyak. Pengumpulan data dilakukan dengan menggunakan kuesioner yang valid dan reliabel. Metode analisis data adalah uji T, uji F, regresi linier dan uji determinasi. Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh signifikan terhadap kepuasan pelanggan di Kanvaz Resort Seminyak dengan uji t 2,165 dan rata-rata 9,50. Kualitas pelayanan berpengaruh signifikan terhadap kepuasan pelanggan Kanvaz Resort Seminyak dengan t-hitung 4,606 dan rata-rata 12,59. Citra merek berpengaruh signifikan terhadap kepuasan pelanggan di Kanvaz Resort Seminyak dengan uji t 2,008 dan rata-rata 7,05. Kepuasan pelanggan pada Kanvaz Resort Seminyak mempunyai rata-rata terendah sebesar 7,02 yang menunjukkan bahwa sebagian besar pelanggan tidak setuju dengan dimensi kepuasan pelanggan. Oleh karena itu, rekomendasi utama perbaikan adalah fokus pada kepuasan pelanggan melalui peningkatan kualitas produk dan layanan, pengumpulan dan analisis umpan balik pelanggan, pengembangan program loyalitas, dan peningkatan citra merek.

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