Analisis Pengaruh Kualitas Pelayanan, Promosi dan Citra Merek Terhadap Kepuasan Pelanggan; Sebuah Studi Pada Usaha Perhotelan di Kota Pangkalpinang

Abstract

The purpose of this study is to measure the simultaneous and partially, the Effect of Service Quality, Promotion and Brand Image towards Customer Satisfaction.

The Service Quality is an evaluation of the customer's long-term observation by delivering of services in which company provides and the price is one of the determining factors in brand selection related to consumer buying decisions. Location of service facilities is one  of the  crucial factors that influence the success of a service, because the location potential market service providers, feeling happy or disappointed in someone who appears after comparing the performance (results) of the product that is thought of the expected performance. The data   analysis   used   in   this   study   is multiple regression analysis; and the result of the coefficient of determination (R²) is 0.753. In other word, it can be explain by 75.3% of the variation on Customer Satisfaction can be explained by variable Service Quality, Promotion and Brand Image. The other factors which is 24.7% comes from other factors outside off construction of this research. The results of the F-_test obtained, where F-_count 97.618 greater than F-_table 2.70 on the significance of 0,000 <α (0.05). Thus, the hypothesis states that the variable Quality of Service, Promotion and Brand Image simultaneously has an ability to influence The Customer Satisfaction. Based on the T-_test that the variable Service Quality, Promotion and Brand Image has an influence towards the Customer Satisfaction.