PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA GRAND PALM HOTEL PEMATANG SIANTAR

Abstract

The objectives of this study are: 1. To find out the picture of price, service quality and customer satisfaction at Grand Palm Hotel Pematang Siantar. 2. To determine the effect of price and service quality on customer satisfaction at Grand Palm Hotel Pematang Siantar both simultaneously and partially. The research design used is literature research and field research. The population in this study is all consumers who visit on weekends (Saturday and Sunday) in March 2023 totaling 35 people who are also sampled. The types of data used are qualitative and quantitative data. The data sources in this study are primary data and secondary data. Collection is done by questionnaires, interviews and documentation. The data collection techniques carried out are normality tests, qualitative descriptive analysis and quantitative descriptive. The results of this study can be concluded as follows:

1. Price, service quality and customer satisfaction are good. 2. There is a positive influence between price and service quality on customer satisfaction both simultaneously and partially. 3. There is a moderately high correlation between price and service quality to customer satisfaction both simultaneously and partially. High and low customer satisfaction can be explained by price and quality of service. 4. H0 is rejected, meaning that price and service quality have a positive and significant effect on customer satisfaction of Grand Palm Hotel Pematang Siantar both simultaneously and partially.