PENGARUH BRAND IMAGE, KUALITAS PELAYANAN DAN FASILITAS HOTEL HARRIS GUBENG SURABAYA TERHADAP KEPUASAN PELANGGAN

WINARNO, ANTON (2019) PENGARUH BRAND IMAGE, KUALITAS PELAYANAN DAN FASILITAS HOTEL HARRIS GUBENG SURABAYA TERHADAP KEPUASAN PELANGGAN. Diploma thesis, STIE MAHARDHIKA SURABAYA.

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Abstract

This research is motivated by the high growth rates of hotels in Surabaya which are not matched by the increasing number of business guests and balanced tourist guests. This of course will affect the number of visitors staying at the hotel. Hospitality service providers must prepare the best strategy to attract consumers, because with the emergence of new hotels, consumers become more and more choices. HARRIS Hotel Surabaya is one of the hotels that always innovates and creates new things in the millennial era which are all digital especially on three variables, namely brand image, service quality and facilities. It can be seen from the increase in the number of visitors staying at this hotel from 2015 to 2018. The problem in this study is "what factors influence one's satisfaction to stay at HARRIS Hotel Surabaya. The purpose of this study is to be able to study the influence of these three variables in providing services and visitors get satisfaction staying at HARRIS Hotel Surabaya. After bending the literature review and compiling the hypothesis, the data collected through questionnaires on 80 guests of the Surabaya HARRIS Hotel were obtained using systematic sampling techniques. Then analyzed the data obtained by using multiple linear regression analysis. This analysis includes: validity and reliability, classic assumption test, multiple regression analysis, hypothesis testing through t and F test, and analysis of the deterrent coefficient (R2). From the analysis obtained regression analysis: Y = 0.342 + 0.262 X1 + 0.329 X2 + 0.317 X3 Where the variable customer satisfaction (Y), brand image (X1), service quality (X2) and facilities (X3) are tested using the t test shows that the three independent variables significantly affect customer satisfaction as the dependent variable. Then through the F test shows that the variable brand image, service quality and facilities to test the variable customer satisfaction. The adjusted R square number of 0.511 indicates that 51.1 percent of customer satisfaction variables can be explained through three independent variables in the regression equation. While the remaining 48.9 percent is explained by other variables other than the three variables used in this study. Keywords: customer satisfaction, brand image, service quality, facilities

Item Type:	Thesis (Diploma)
Uncontrolled Keywords:	customer satisfaction, brand image, service quality, facilities
Subjects:	Manajemen
Divisions:	S1 Manajemen
Depositing User:	Unnamed user with email lib.stiemahardhika@gmail.com
Date Deposited:	07 Oct 2019 08:33
Last Modified:	19 Dec 2022 08:41
URI:	http://repository.stiemahardhika.ac.id/id/eprint/898

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