Pengaruh Harga Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Di Hotel Suzuya Rantauprapat

Abstract

-This research aims to examine the influence of price and service quality on customer satisfaction at Hotel Suzuya Rantau Prapat. The population in this study consists of all visitors who wish to stay at Hotel Suzuya Rantau Prapat within a one-month period, totaling 817 visitors in February. The sample selected as respondents for this research includes 89 individuals. The data measurement method employed in this study utilizes the Likert scale. This research is descriptive in nature, with data analysis techniques encompassing instrument testing, multiple linear regression, and analysis of the Classical Assumption Tests. The findings of the study reveal that there are two invalid questions. The multiple linear regression coefficient obtained is Y = 2.704 + 0.25X1 + 0.736X2 + e. The data exhibits a normal distribution, with a significance value of 0.684, which is greater than 0.05. The hypotheses derived from this study indicate that price (X1) with a significance value has an influence on customer satisfaction (Y), with a T-value > T-table, which is 4.439 > 1.99, and service quality (X2) with a significance value has an influence on customer satisfaction (Y), with a T-value > T-table, which is 14.569 > 1.99. Therefore, based on the T-value being greater than the T-table, the null hypothesis (H0) is rejected, and the alternative hypothesis (H1) is accepted, signifying that both price and service quality have an impact on customer satisfaction