Analysis Of Customer Satisfaction Influenced By Service Quality And Promotion At Hotel The Radiant Center, South Tangerang
Abstract
Research purposes were to determine the partial influence of service quality on consumer satisfaction at The Radiant Center Hotel. To determine the partial influence of promotions on consumer satisfaction at The Radiant Center Hotel. To determine the simultaneous influence of service quality and promotions on consumer satisfaction at The Radiant Center Hotel. The quantitative associative research method included the entire population of 3275 consumers of The Radiant Center Hotel in 2021, with a sample of 97 respondents. Data collection methods included observation, questionnaires, and literature study. Data validity tests included validity test, reliability test, and classical assumption test. Data analysis methods included descriptive statistical tests and inferential tests such as simple linear regression and multiple linear regression, determination tests, and hypothesis tests including t-tests and F-tests.
The research findings revealed a positive and significant influence of service quality on consumer satisfaction partially, with a coefficient of determination of 48.8%, as evidenced by the hypothesis test where the calculated t-value was greater than the tabulated t-value (4.169 > 0.1680). There was a positive and significant influence of promotions on consumer satisfaction with a coefficient of determination of 52.2%, as evidenced by the hypothesis test where the calculated t-value was greater than the tabulated t-value (7.572 > 0.1680). There was a positive and significant influence of both service quality and promotions on consumer satisfaction simultaneously, represented by the regression equation Y = 3.096 + 0.320X1 + 0.244X2 + e. The coefficient of determination was 52.2%, as confirmed by the hypothesis test where the calculated F-value was greater than the tabulated F-value (53.369 > 3.09). Therefore, H0 was rejected, and H3 was accepted, indicating a significant simultaneous influence of service quality and promotions on consumer satisfaction.
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