ANALISIS KUALITAS PELAYANAN, PERSEPSI HARGA, DAN PROMOSI DALAM MEMPENGARUHI KEPUASAN TAMU HOTEL

AbstrakPenelitian yang dilakukan mempunyai tujuan untuk menganalisis pengaruh kualitas pelayanan, persepsi harga,  dan promosi terhadap kepuasan tamu di hotel. Data diperoleh dari pertanyaan yang disebarkan berupa angket melalui link google form (data primer). Metode pengambilan sampel yang digunakan metode purposive sampling yaitu teknik dimana  sampelnya ditentukan atas dasar kriteria atau pertimbangan. Hasil penelitian menunjukkan kualitas pelayanan, persepsi harga,  dan promosi berpengaruh positif signifikan secara parsial maupun simultan terhadap kepuasan tamu di hotel. Semakin bagus kualitas pelayanan, persepsi harga, dan promosi yang diberikan maka akan meningkatkan kepuasan tamu selama berkunjung di hotel. Metode kuantitatif yang digunakan dalam penelitian ini, dimana sampel penelitian adalah tamu yang sudah berkunjung minimal 2 kali dihotel baik yang berada di jabodetabek maupun luar jabodetabek. Instrumen yang digunakan adalah angket, dan teknik analisis data menggunakan regresi berganda. Hasil uji koefisien regresi kualitas pelayanan, persepsi harga,  dan promosi menunjukkan pengaruh  signifikan positif terhadap kepuasan tamu.Sedangkan hasil uji t menunjukan  kualitas pelayanan, persepsi harga, dan promosi berpengaruh signifikan positif secara parsial terhadap kepuasan tamu di hotel. Selain dari sisi kualitas pelayanan, persepsi harga dan promosi, dianjurkan terhadap penelitian selanjutnya bisa melihat faktor lain seperti kualitas produk, citra merek ataupun lokasi sehingga yang teridentifikasi lebih bervariasi lagi guna untuk meningkatkan tingkat kepuasan tamu saat berkunjung di hotel.Kata kunci: Kualitas Pelayanan; Persepsi Harga; Promosi; Kepuasan Tamu  AbstractThe research was conducted with the aim of analyzing the effect of service quality, price perceptions, and promotions on guest satisfaction at the hotel. Data were obtained from questions distributed in the form of a questionnaire via the Google Form link (primary data). The sampling method used is purposive sampling method, namely a technique where the sample is determined on the basis of criteria or considerations. The results showed that service quality, price perception, and promotions had a significant positive effect partially or simultaneously on guest satisfaction at the hotel. The better the quality of service, price perceptions, and promotions provided, it will increase guest satisfaction while visiting the hotel. The quantitative method used in this study, where the research sample is guests who have visited at least 2 times at the hotel both in Jabodetabek and outside Jabodetabek. The instrument used was a questionnaire, and the data analysis technique used multiple regression. The results of the regression coefficient test for service quality, price perceptions, and promotions showed a significant positive effect on guest satisfaction. Meanwhile, the t test results showed service quality, price perceptions, and promotion had a partially positive effect on guest satisfaction at the hotel. Apart from service quality, price perceptions and promotions, it is recommended that further research be able to look at other factors such as product quality, brand image or location so that more variety is identified in order to increase the level of guest satisfaction when visiting the hotel. Keywords: Service Quality; Price Perception; Promotion; Customer satisfaction