Model Persepsi Kepuasan Pelanggan Ditinjau dari Service Quality Pada Hotel Tjampuhan & Spa Ubud Bali
Authors: Puspawati Ni Komang , Sirna I Ketut , Susanto Putu Chris 
Published: August 2024

AbstrakPenelitian ini bertujuan mengetahui pengaruh tangible, reliability, responsiveness, assurance, empathy, model layanan, dan persepsi pelayanan terhadap kepuasan pelanggan di Hotel Tjampuhan & Spa Ubud Bali secara parsial dan secara simultan. Jumlah sampel yang digunakan 135 orang dengan menggunakan metode accidental sampling. Teknik analisis data menggunakan analisis korelasi parsial, analisis korelasi berganda, analisis regresi linear berganda, dan koefisien determinasi. Untuk uji mengunakan uji validitas dan reliabilitas, uji asumsi klasik, uji normalitas, uji multikolinieritas, uji heterokedastisitas, uji t, dan uji F. Hasil penelitian secara parsial menunjukkan tangible memberikan pengaruh positif dan signifikan terhadap kepuasan pelanggan dengan koefisien regresi X1 bernilai positif sebesar 0,263. Reliability memberikan pengaruh positif dan signifikan terhadap kepuasan pelanggan dengan koefisien regresi X2 bernilai positif sebesar 0,277. Responsiveness memberikan pengaruh positif dan signifikan terhadap kepuasan pelanggan dengan koefisien regresi X3 bernilai positif sebesar 0,187. Assurance memberikan pengaruh positif dan signifikan terhadap kepuasan pelanggan dengan koefisien regresi X4 bernilai positif sebesar 0,257. Empathy memberikan pengaruh positif dan signifikan terhadap kepuasan pelanggan dengan koefisien regresi X5 bernilai positif sebesar 0,283. Model layanan memberikan pengaruh positif dan signifikan terhadap kepuasan pelanggan dengan koefisien regresi X6 bernilai positif sebesar 0,296. Persepsi pelayanan memberikan pengaruh positif dan signifikan terhadap kepuasan pelanggan dengan koefisien regresi X7 bernilai positif sebesar 0,266. Secara simultan variabel tangible, reliability, responsiveness, assurance, empathy, model layanan, dan persepsi pelayanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan di Hotel Tjampuhan & Spa Ubud Bali, dengan kontribusi sebesar 96,1% terhadap kepuasan pelanggan. Temuan penelitian juga didukung dengan uji F dimana F-hitung senilai 452,117 yang lebih besar dari F-tabel senilai 2,08, sehingga Ho ditolak dan Ha diterima.Kata kunci: Kualitas Pelayanan, Model Pelayanan, Persepsi Pelayanan, Kepuasan PelangganAbstractThis study aims to determine the effect to tangibles, reliability, responsiveness, assurance, empathy, service model, service perception on customer satisfaction at Tjampuhan Hotel & Spa Ubud Bali partially and simultaneously. The number of samples used was 135 people using the accidental sampling. The data analysis technique uses partial correlation analysis, multiple correlation analysis, multiple linear regression analysis, and the coefficient of determination. Test, heteroscedasticity test, t-test, and F-test. Validity and reliability tests, the classical assumption test, normality test, and multicollinearity test are all used to test these. The results of the partial study show that tangible has a positive and significant effect on customer satisfaction with a regression coefficient X1 positive value of 0.263. Reliability has a positive and significant effect on customer satisfaction, with a regression coefficient X2 positive value of 0.277. Responsiveness has a positive and significant effect on customer satisfaction, with a regression coefficient X3 having a positive value of 0.187. Assurance has a positive and significant effect on customer satisfaction with a positive regression coefficient X4 positive value of 0.257. Empathy has a positive and significant effect on customer satisfaction with a positive regression coefficient X5 positive value of 0.283. Service model has a positive and significant effect on customer satisfaction with a positive regression coefficient X6 having a positive value of 0.296. Service perception has a positive and significant influence on customer satisfaction with a positive regression coefficient of X7 positive value of 0.266. Simultaneously, the variables tangible, reliability, responsiveness, assurance, empathy, service model, and service perception have a positive and significant effect on customer satisfaction at Tjampuhan Hotel & Spa Ubud Bali, with a contribution of 96.1% to customer satisfaction. The research findings are also supported by the F test where the F-count is 452.117, which is greater tan the F-table of 2.08, so Ho is rejected and Ha is accepted.Keywords: Service Quality, Service Model, Service Perception, Customer Satisfaction