ANALISIS PENGARUH KUALITAS LAYANAN PADA KEPUASAN PELANGGAN GRAND HAWAI HOTEL PEKANBARU

Abstract

The aim of this study is to analyze the effect of service quality that consists of tangible, emphaty, reliability, responsiveness and assurance to consumer’s satisfaction in Grand Hawaii Hotel Pekanbaru. This research uses descriptive method by using survey techniques and associative to explain the causal relationship between the independent variables and the dependent variable. Respondents in this study are chosen by accidental sampling while the sample number is formulated by Slovinwhich is consists of 100 customers of Grand Hawaii Hotel Pekanbaru. The data analyzed by using multiple linier regression analysis while the hypothesis is tested by using coefficient determination, t-test and F-test. The result of this study indicates that simultaneously service quality that consists of tangible, emphaty, reliability, responsiveness and assurance influence the customer satisfaction. Partially, only tangible that has no significant effect to customer satisfaction, while emphaty, reliability, responsiveness, reliability and assurance show a significant effect.

Penelitian ini bertujuan untuk menganalisis pengaruh dari kualitaspelayananyang terdiri dari tangible, emphaty, reliability, responsiveness, reliability danassurance terhadap kepuasanpelanggan Grand Hawaii Hotel Pekanbaru. Penelitian ini menggunakan metode deskriptif kuantitatif dengan menggunakan teknik survey dan bersifat asosiatif untuk menjelaskan hubungan kausalitas antara variabel independen terhadap variabel dependen. Pemilihan responden dilakukan secara accidental sampling dengan penetapan jumlah sampel berdasarkan formulasi Slovinsebesar 100 orang pelanggan Hotel Grand Hawaii Pekanbaru. Teknik analisis data yang digunakan adalah analisis regresi linier berganda dengan menggunakankoefisiendeterminasi, uji t dan uji F untuk pengujian hipotesis.Hasil penelitian menyimpulkan bahwa secarasimultankualitaspelayanan yang terdiridaritangible, emphaty, reliability, responsiveness, reliability danassurance berpengaruh signifikan terhadap kepuasanpelanggan. Secara parsial, hanyatangible yang tidak berpengaruh signifikan terhadap kepuasanpelanggan hotel, sedangkanaspekemphaty, reliability, responsiveness, reliability danassurance menunjukkanpengaruh yang signifikan.