ANALISIS PENGARUH BRAND IMAGE , PRICE DAN SERVICE QUALITY TERHADAP CUSTOMER SATISFACTION DI THE RITZ-CARLTON BALI

Made Ayu Saraswati, R.Tri Priyono Budi Santoso

Abstract


ABSTRACT
This research analyzes the influence of brand image, price and service quality on customer satisfaction in The Ritz-Carlton Bali. This study aims at finding out the positive influence both partially and simultaneously between brand image, price and service quality on customer satisfaction in The Ritz-Carlton Bali. The sample used in this study was saturated sampling with a total of 58 respondents. The sample in this study was the guest of The Ritz-Carlton Bali with a research sample of 75 respondents using the accidental sampling method. The method of analyzing applied in this study was classic assumption test, multiple linear regression test, correlation test, coefficient of determination, and hypothesis test by using the SPSS 17.0 for windows. Based on the results of research and data analysis, brand image gives positive and partially significant effect to customer satisfaction (Y) (0,304). Price (X2) gives positive and partially significant effect to Costumer Satisfaction (Y) (0,177. Service quality gives positive and partially significant effect to customer satisfaction (Y) (0,201). This is proven through multiple regression analysis Y = 1,547 + 0,304X1 + 0,177X2 + 0,201X3. In addition, F test (F - test) where F arithmetic is bigger compared to F table, which means Ho is rejected and Ha accepted. Through multiple determination analysis, brand image, price and service quality contribute 95% to customer satisfaction (Y) in The Ritz-Carlton Bali.
Keyword: Brand image , Price, Service quality, Customer satisfaction
ABSTRAK
Penelitian ini menganalisa mengenai pengaruh brand image, price dan service quality terhadap customer satisfaction di The Ritz-Carlton Bali. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh positif baik secara parsial maupun simultan antara brand image, price dan service quality terhadap customer satisfaction. Sampel dalam penelitian ini adalah tamu The Ritz-Carlton Bali dengan sampel penelitian berjumlah 75 responden dengan menggunakan metode accidental sampling. Metode analisis yang digunakan adalah uji asumsi klasik, uji regresi linear berganda, uji korelasi, koefisien determinasi, dan uji hipotesis dengan menggunakan bantuan SPSS 17.0. Berdasarkan hasil penelitian dan hasil analisis data, Brand image (X1) memberikan pengaruh positif dan signifikan secara parsial terhadap customer satisfaction (Y) sebesar (0,304). price (X2) memberikan pengaruh positif dan signifikan secara parsial terhadap customer satisfaction (Y) sebesar (0,177). service quality (X3) memberikan pengaruh positif dan signifikan secara parsial terhadap customer satisfaction (Y) sebesar (0,201). brand image, price dan service quality berpengaruh positif dan signifikan secara simultan terhadap customer satisfaction (Y) di The Ritz-Carlton Bali. Hal ini dibuktikan melalui analisis regresi berganda Y = 1,547 + 0,304X1 + 0,177X2 + 0,201X3. Selain itu, dipertegas dengan uji F (F – test) dimana F hitung lebih besar dibandingkan dengan F tabel, yang berarti Ho ditolak dan Ha diterima. Melalui analisis determinasi berganda, brand image, price dan service quality memberikan kontribusi 95% terhadap customer satisfaction (Y) di The Ritz-Carlton Bali.
Kata kunci: brand image, price, service quality, customer satisfaction

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