PENGARUH KUALITAS PELAYANAN TERHADAP TINGKAT KEPUASAN PELANGGAN DI F&B SERVICE DEPARTEMENT NUSA DUA BEACH HOTEL BALI
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan yang terdiri dari variable tangible, reliability, responsiveness, assurance,dan empathy secara simultan untuk mengetahui variabel dominan yang berpengaruh terhadap kepuasan pelanggan. Jumlah responden dalam penelitian ini sebanyak 100 reponden yang menggunakan jasa F&B Service Departement Nusa Dua Beach Hotel Bali. Teknik pengambilam sampel menggunakan teknik purposive sampling dan metode pengumpulan data berupa kuisioner. Teknik analisis data yang digunakan adalah uji instrumen (validitas dan reliabilitas) serta analisis regresi linier berganda. Hasil penelitian menunjukan, berdasarkan analisis koefisien determinasi diperoleh hasil R square (koefisien determinasi) sebesar 0,270 artinya bahwa 27,0% variabel kepuasan pelanggan dipengaruhi oleh variabel kualitas pelayanan, yang terdiri dari tangible, reliability, responsiveness, assurance dan empathy, sedangakan sisanya dipengaruhi oleh variabel lain yang tidak dibahas dalam penelitian ini. Terdapat pengaruh signifikan secara parsial (individu) pada variabel reliability, responsiveness, assurance, dan empathy terhadap kepuasan pelanggan dengan hasil signifikansi t (0,010) < α 0,005. Sedangkan pengaruh variabel tangible menunjukkan hasil yang tidak signifikan terhadap kepuasan pelanggan dengan nilai t (0,000) > α 0,05.
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