Pengaruh Harga dan Pelayanan Terhadap Kepuasan Konsumen Untuk Menginap pada Hotel Bhinneka Gresik

Widanti, Ni Putu Tirka (2012) Pengaruh Harga dan Pelayanan Terhadap Kepuasan Konsumen Untuk Menginap pada Hotel Bhinneka Gresik. Cahaya Kampus Jurnal Ilmiah Universitas Gresik, 12 (1). pp. 49-59. ISSN 1693-0878

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Abstract

ABSTRACT Increasingly fierce competition in the Hospitality industry, Various strategies can be chosen to be implemented by the managers of hotels in order lo compele and continue to grow in line with consumer demands. Understand the hotel is in developing or not developing governance is a step that should always be done, Hotel Bhinneka Gresik pricing policy, which offered relatively cheap prices for the intended market segment is medium. Relatively low prices and satisfactory service is supported, so the company has hopes that consumers have décided to stay at this hotel, and this course meets the basic objectives of the company's profits. Referring to the fact that researchers interested in conducting research on "The Influence of Price and Service Satisfaction Of Customer To Stav In Hotel Unity in Gresik The purpose of this study were: To determine whether there is significant influence between price and service to customer satisfaction Unity Hotel in Gresik. The population of this study is the overall consumer who stay at the Horel Bhinneka Gresik. Because the population is too much then the pen entuan number of sumples using the purpasive random sampling using the formula of Nursalam cnd obtained a sample of 97 people many consumers. The variables in this study consisted of the cost of the service as independent variables and customer satisfoction as the dependent variable. Methods of data collection using questionnaires. Analysis of data using multiple regression analysis. Based on the results of multiple regression analysis was obtained regression equation is Y = 2.267 + 0.357 + 0.080 XI X2. Keberartian test regression equation obtained with the F test calculated F- 13.688 with significant rutes of 0.000 <0.05, which means there is simultaneously the influence of price and service to cusiomer satisfaction, Partial assay results obtained with significance t1 = 4.928 0.000 <0.05, this means there is a very strong influence between the prices of consumer satisfaction, t2 = 1.112 with a significence of 0.265 <0.05, this suggests that there is no effect but there the relationslip between service to customer satisfaction. Referring to the results of research in which the variable price of a very strong influence on customer şatisfaction greater than among the variables of service, thèn the parties need to conduct cost-efficiency of production, review of pricing, improved service quality, do periodic training to its employees. and companies should also consider other factors that consumers are more satisfied to stay at the Hotel Unity for example, factor products, promotions, location, process and employee. Keywords: Price, Service, Customer Satisfaction

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