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PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA HOTEL CHERISH LEMBANG

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ABSTRACT EFFECT OF SERVICE QUALITY ON CONSUMER SATISFACTION IN CHERISH LEMBANG HOTELS Aranged by : Venny Lusiana Sagala NIM: 1631013 The purpose of this study was to determine how the influence of service quality on consumer satisfaction at the Cherish Lembang Hotel. The research method used in this research is descriptive method. The population determined in this study is the customer at the Cherish Lembang Hotel. Based on research on the quality of services provided to consumers or customers staying at the Cherish Lembang Hotel, out of 40 respondents agreed that the quality of their services was classified as good with an average score of 3.90, while respondents' customer satisfaction they felt was at the value of the average number average (mean) 3.92 with a good level of interpretation. From the results of data processing, the correlation coefficient value (r) = 0.894 means that the relationship between service quality and customer satisfaction is in the very strong category. and a significant result of service quality 0,000 <0.05 which means that service quality has a significant effect on customer satisfaction. Based on the coefficient of determination test (KD) = 0.799 means that the variable service quality affects 79% customer satisfaction while the remaining 20,1% is influenced by other factors, outside this study. Simple regression analysis results obtained Y = 7,001 + 1,025X means that if the quality of service does not exist, customer satisfaction already exists at 7,001 and if service quality rises by 1 unit, customer satisfaction will increase by 1,025 units. In other words, service quality has a positive effect on customer satisfaction. Keywords: Service quality, customer satisfaction