PENGARUH KUALITAS PELAYANAN, FASILITAS FISIK DAN PROMOSI TERHADAP KEPUASAN KONSUMEN PADA HOTEL GOLDEN BAY KOTA BATAM TAHUN 2022

Abstract

Today's business development has been characterized by various kinds of competition in all fields. Given the increasingly dynamic development of technology, humans are required to act quickly and accurately so as not to lose out in competition. One of the factors that keeps hotels growing is because hotel services are also adapted to current needs. The number of choices as well as the services and facilities of a hotel is an attraction. The data used in this study are primary data through the distribution of questionnaires using the non-probability sampling technique with the quota sampling technique. 3394 verified consumers. with data analysis techniques using validity test, reliability test, classic assumption test, multiple linear regression analysis test, Pearson correlation test, simultaneous hypothesis test and coefficient of determination test, assisted by the IBM SPSS version 22 program. Variables of service quality, physical facilities and promotions simultaneously has a positive and significant influence on customer satisfaction at the Golden Bay Batam Hotel, however, the Promotion variable has the most dominant influence on consumer satisfaction. In this case it is proven in the person correlation test where the result of promotions on consumer satisfaction is 0.513 greater than the other variables with a significant level of 0.000 which means a very strong correlation between promotions and customer satisfaction.