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Pengaruh Kualitas Pelayanan Dan Harga Terhadap Keputusan Menginap Hotel Studio Inn & Suites (Studi Pada Konsumen Hotel Studio Inn & Suites Semarang)

*Ditra Wardana  -  Universitas Diponegoro, Indonesia
Wahyu Hidayat  -  Universitas Diponegoro, Indonesia

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Abstract

Abstract: This unbalanced growth has resulted in an imbalance between the amount of demand and the available supply and will indirectly impact on the continuity of hotel operations. Hotel Studio Inn & Suites is a three-star hotel. Therefore, service quality and price can be assumed to be the factors causing these fluctuations. This study aims to determine the effect of service quality and price on the decision to stay at the Studio Inn & Suites Hotel consumers. The sample used was 100 consumer respondents at Hotel Studio Inn & Suites Semarang. This study used the SPSS version 26 statistical system. The results showed that based on the F test, the variable service quality and price had a positive and significant effect on the decision to stay at the Hotel Studio Inn Suites Semarang. Based on these results, it is suggested that Hotel Studio Inn & Suites should maintain and improve the quality of services provided by adding and maximizing hotel parking services, expanding the use of technology in every aspect such as online services and collaborating with online hotel companies such as RedDoorz and Airyrooms to increase sales. .

 

Keywords: service quality; price; decision to stay overnight

 

Abstrak: Pertumbuhan yang tidak seimbang ini mengakibatkan terjadinya ketimpangan antara jumlah permintaan dengan suplai yang tersedia dan secara tidak langsung akan berimbas terhadap kelangsungan operasional hotel Hotel Studio Inn & Suites adalah salah satu hotel bintang tiga. Maka dari itu, kualitas pelayanan dan harga dapat diduga menjadi faktor penyebab fluktuasi tersebut. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan dan harga terhadap keputusan menginap pada konsumen Hotel Studio Inn & Suites. Sampel yang digunakan sebanyak 100 responden konsumen Hotel Studio Inn & Suites Semarang. Penelitian ini menggunakan sistem statistik SPSS versi 26. Hasil penelitian menunjukkan bahwa berdasarkan Uji F, variabel kualitas pelayanan dan harga berpengaruh positif dan signifikan terhadap keputusan menginap Hotel Studio Inn Suites Semarang. Berdasarkan hasil tersebut maka disarankan bahwa Hotel Studio Inn & Suites harus mempertahankan dan meningkatkan kualitas pelayanan yang diberikan dengan menambah dan memaksimalkan layanan parkir hotel, memperluas penggunaan teknologi di setiap aspek seperti jasa online serta bekerja sama dengan perusahaan hotel online seperti RedDoorz dan Airyrooms untuk meningkatkan penjualan.

Kata Kunci: kualitas pelayanan; harga; keputusan menginap

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Pengaruh Kualitas Pelayanan dan Harga terhadap Keputusan Menginap(Studi pada konsumen Hotel Studio Inn & Suites Semarang)
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Keywords: ervice quality; price; decision to stay overnight
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