STUDI KEPUASAN PELANGGAN HOTEL GRAND MUTIARA PANGKALPINANG MELALUI PENDEKATAN SERVQUAL DAN LOGIKA FUZZY

Abstract

This thesis was written and composed by Yudhi Saputra, Department of Management. The title of this research is in Indonesian; "Studi Kepuasan Pelanggan Hotel Grand Mutiara Pangkalpinang Melalui Pendekatan Servqual Dan Logika Fuzzy". The purpose of this study was to determine the effect of service quality consisting of tangibles, reliability, responsiveness, assurance and empathy variables to customer satisfaction at the Grand Mutiara Pangkalpinang Hotel.

This research uses quantitative descriptive methods. The population that is the subject of this study is the visitor of the Grand Mutiara Pangkalpinang Hotel. The technique used in this research is random sampling technique. The number of samples in this study were 50 respondents. Data collection methods in this study using the questionnaire method. The data analysis technique used is multiple linear regression analysis techniques. The multiple linear regression analysis test used in this study includes: partial test (t test), simultaneous test (F test) and coefficient of determination test (R2). Hypothesis testing used is coefficient analysis to determine the relationship between research variables. In addition, researchers also use the servqual method and fuzzy logic to measure service quality to customer satisfaction by finding the gap value which is the difference between consumers' perceptions of services that have been received with expectations of services to be received.

The results showed that the tangibles, reliability and responsiveness variables had a positive gap while assurance and empathy had a negative gap. The variable that ranks first is reliability with a gap value of 0.44 and the variable that ranks last is empathy with a gap value of -1.56. Based on the research results tangibles, reliability, responsiveness, assurance and empathy variables simultaneously influence customer satisfaction at the Grand Mutiara Pangkalpinang Hotel.