Pengaruh Kualitas Layanan dan Harga terhadap Kepuasan Pelanggan (Survei pada Villa Kolonel Masturi 59, Kabupaten Bandung Barat)

Abstract

This study aims to determine and analyze the description of service quality, price, and customer satisfaction, the relationship between service quality and price, and the effect of service quality and price on customer satisfaction at Villa Kolonel Masturi 59, both partially and simultaneously. This study is motivated by the importance of service quality and price suitability in shaping customer satisfaction in the tourism accommodation industry, particularly villas, amid increasingly intense competition. The method used is descriptive and verificative with a quantitative approach. The population consisted of customers who had stayed at Villa Kolonel Masturi 59, with a sample of 96 respondents determined through purposive sampling. Data were collected through questionnaires using a Likert scale and analyzed using validity and reliability tests, multiple linear regression, correlation analysis, the coefficient of determination, and hypothesis testing (t-test and F-test) with SPSS. The results show that all research instrument items were valid and reliable, and that service quality, price, and customer satisfaction were all in the good category. Multiple linear regression analysis shows that service quality has a positive and significant effect on customer satisfaction (t-count 2.765 > t-table 1.986; sig. 0.001), price has a positive and significant effect on customer satisfaction (t-count 4.147 > t-table 1.986; sig. 0.001), and service quality and price simultaneously have a positive and significant effect on customer satisfaction (F-count 23.419 > F-table 3.09; sig. 0.000), with an R Square of 0.335 (33.5%). It is concluded that improving service quality together with appropriate pricing can increase customer satisfaction at Villa Kolonel Masturi 59.