ANALISIS HARGA, PROMOSI, LOKASI, FASILITAS DAN LAYANAN TERHADAP KEPUASAN KONSUMEN DI AMARIS HOTEL SERPONG, TANGERANG

Abstract

This study aims to find out the price (X₁), promotion (X₂), location (X₃), facility (X₄) and service (X₅) to customer satisfaction (Y) at Amaris Hotel Serpong. The population is 2.807 people, with samples taken as many as 100 samples using Taro Yamane. Sampling technique used is Probability Sampling by sampling using Simple Random Sampling. Data collection techniques used in this study is to use questionnaires that are processed using SPSS 20. Analyzer used is a simple correlation analysis and multiple linear regression analysis. The regression equation formed is Y = -0.365 + -0.019 X1 + 0,096 X2 + 0,082 X3 +0,121 X4 + 0,224 X5. From the calculation that has been done, seen that the value of Adjusted R Square of 0.875 or 87.5%. This figure means that 87.5% of consumer satisfaction is influenced by price, promotion, location, facilities and service while the remaining 12.5% ​​is influenced by other factors not included in this research. Location variables, facilities and services have a significant positive effect on customer satisfaction. While the price and location variables have no effect. After doing research, it can be concluded also that the linear regression model used in this research feasible.