PENGARUH TANGIBLE DAN RESPONSIVENESS TERHADAP KEPUASAN PELANGGAN PADA GARUDA PLAZA HOTEL MEDAN
DOI:
https://doi.org/10.24114/niaga.v9i3.19010Abstract
Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh tangible dan responsiveness terhadap kepuasan pelanggan pada Garuda Plaza Hotel Medan. Penelitian ini menggunakan metode kuantitatif dengan teknik pengambilan sampel menggunakan teknik Simple Random Sampling, dengan jumlah sampel sebanyak 100 orang yang pernah menginap di Garuda Plaza Hotel Medan. Teknik pengumpulan data dalam penelitian ini dilakukan dengan cara menyebarkan kuesioner yang pengukurannya dengan skala likert dan diolah secara statistik menggunakan analisis regresi linear berganda dan pengujian hipotesis dengan uji F, uji t dan koefisien determinasi yang sebelumnya data telah diuji menggunakan uji validitas, uji reliabilitas dan uji asumsi klasik. Pengolahan data menggunakan program SPSS 21.0 for windows. Secara parsial tangible dan responsiveness berpengaruh positif dan signifikan terhadap kepuasan pelanggan pada Garuda Plaza Hotel Medan. Berdasarkan hasil penelitian menunjukkan bahwa variabel tangible dan responsiveness secara simultan berpengaruh terhadap kepuasan pelanggan. Hal ini terlihat dari nilai Fhitung > Ftabel (41,482 > 3,09) dan nilai signifikannya 0,000 < 0,05. Uji koefisien determinasi menunjukkan nilai sebesar 0,461 yang berarti bahwa tangible dan responsiveness berpengaruh terhadap kepuasan pelanggan sebesar 46,1% sedangkan sisanya dipengaruhi oleh variabel lain. Kata Kunci: tangible, responsiveness, kepuasan pelanggan. Abstract This study aims to determine the effect of tangible and responsiveness on customer satisfaction at Garuda Plaza Hotel Medan. This studi uses quantitative methods with sampling techniques using simple random sampling techniques, with a total sample of 100 people who have stayed at Garuda Plaza Hotel Medan. Data collection techniques in this study were carried out by distributing questionnaires which were measured with a likert scale and processed statistically using multiple linear regression analysis and testing hypotheses with the F test, t test and coefficient of determination before the data had been tested using validity, reliability and test classical assumption. Data processing using SPSS 21.0 for windows. Partially tangible and responsiveness have a positive and significant effect on customer satisfaction at Garuda Plaza Hotel Medan. Based on the result of the study indicate that tangible and responsiveness variables simultaneously affect customer satisfaction. This can be seen from the value of Fcount > Ftable (41,482 > 3,09) and the significance value is 0,000 < 0,05. The coefficient of determination test shows a value of 0,461 which menas that tangibility and responsiveness affect customer satisfaction by 46,1% while the rest is influenced by other variables. Keywords: tangible, responsiveness, customer satisfaction.
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2020-11-13
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