Last modified: 2022-09-13
Abstract
This research is motivated by the existence of customer reviews about their dissatisfaction staying at the Pangeran Beach Hotel Padang. The purpose of the study was to analyze the effect of service quality on customer satisfaction at Pangeran Beach Hotel Padang. This type of research is quantitative research with a causal associative approach. The variables used in this study are service quality as the independent variable and customer satisfaction as the dependent variable. The population in this study are all customers who are or have stayed at the Pangeran Beach Hotel Padang with a total sample of 96 respondents taken by purposive sampling technique. Collecting research data using a questionnaire using a Likert scale that has been tested for validity and reliability. The results of the hypothesis analysis requirements test showed that the data were classified as normal, homogeneous and linear. The results showed that most of the respondents considered that the service quality of employees was in the good category (65.6%) and customer satisfaction was also in the good category (51.9%). Based on the results of a simple linear regression test, the R Square (R2) value is 0.214 with a probability of 0.000. This shows that the service quality of employees has a significant effect on customer satisfaction by 21.4%, while 78.6% is influenced by other factors. In addition, the regression coefficient (b) is 0.239 with a constant value (a) is 37.304. This means that every increase in one unit of employee service quality will increase 0.239 customer satisfaction at the Pangeran Beach Hotel Padang.