Analisis Kualitas Layanan Dalam Memediasi Pengaruh Harga, Produk, Pemasaran Relasional, Dan Mcsq Terhadap Kepuasan Pelanggan Hotel Bintang Empat Di Kabupaten Badung, Bali

I Wayan Majuarsa, Widji Astuti, Grahita Chandrarin

Abstract


Hotel business competition in Badung regency Bali Province is increasing. Efforts to be taken by hotel management is to determine the right offer to stay afloat in the midst of competition and can increase profitability. However, companies will experience a failure if un- supported by both internal company and external parties in this company are the customers who always demand satisfaction for the performance of the hotel company. Customer satisfaction as the level of one’s feelings as a result of the comparison between reality and expectations received from a product or service. This study aims to prove and analyze the influence of price, product, relational marketing and management commitment on service quality and customer satisfaction of four star hotel in Badung regency of Bali province. The population in this study is hotel guest both domestic and international staying in four star hotel in Badung regency of Bali Province and the sample is 154 people. The data analysis technique using Structural Equation Modeling with SPSS 23 and AMOS 18. The result of the discussion can be concluded that the Price is formed by the tariff as expected, the tariff according to benefit and followed by the competitive tariff, the Product is formed by the Core product and followed by additional Product, Relational Marketing is formed by Attracting, Developed, and followed by Retaining and Management Commitment on Quality Services are formed by empowerment and followed by rewards. Price, product, re- lational marketing and management commitment on service quality significantly influence the quality of service of four star hotel in Badung regency of Bali Province. Price, product, relational marketing and management commitment on service quality have an effect on significant to cus- tomer satisfaction of four star hotel in Badung regency of Bali Province. Service quality signif- icantly affects the customer satisfaction of four star hotel in Badung regency of Bali province. Price, product, relational marketing and management commitment on service quality signifi- cantly influence the satisfaction customer of four star hotel in Badung regency of Bali Province with service quality variable as intervening variable.


Keywords


Price product; relational marketing; MCSQ; quality service.

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DOI: https://doi.org/10.47532/jic.v3i2.206

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