PENGARUH PERSEPSI HARGA, KUALITAS PELAYANAN TERHADAP KEPUASAAN TAMU HOTEL SERTA DAMPAKNYA TERHADAP WORD OF MOUTH DI HOTEL MAHARADJA JAKARTA

IRAWAN, BODRO (2017) PENGARUH PERSEPSI HARGA, KUALITAS PELAYANAN TERHADAP KEPUASAAN TAMU HOTEL SERTA DAMPAKNYA TERHADAP WORD OF MOUTH DI HOTEL MAHARADJA JAKARTA. S2 thesis, Universitas Mercu Buana - Menteng.

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Abstract

The this research analyzes the effect of perceived price, service quality, on word of mouth. Customer satisfaction serves as a mediating variable. Respondent were in the guests of Maharadja Hotel, Jakarta who had stayed at least two time withing the last six months. Both primary and secondary data were employed. Secondary data were gathered from various sources such as journals, books, and other related publications. Primary data were gathered using questionnaire distributed to the target respondens. Using an accidental sampling technique, a total 100 responden were obtained. Path analisis wash employed in in study. The result showed that perceived price, service quality, had a positive and significant effect both partially and simultanously on customer satisfaction. It was also found that perceived price, service quality had positive and significant effect on word of mouth. Perceived price, service quality and customer satisfaction simultanously has positive and significant influence on word of mouth perceived price was found dominant. It is suggested to increase price competitiveness through discounts,direct gift.in the next research, variable such as locasion or facilit,y can be used to see how the effect of them to word of mouth. Keyword:perceived price, service quality, customer satisfaction and word of mouth. Tujuan penelitian ini adalah untuk menganalisis pengaruh persepsi harga, kualitas pelayanan terhadap word of mouth. Kepuasan tamu berperan sebagai penghubung antara variabel independen terhadap variabel dependen responden penelitian ini adalah tamu hotel di hotel Maharadja Jakarta yang tinggal dua kali dalam enam bulan . Data primer dan sekunder digunakan dalam penelitian ini. Data sekunder diperoleh dari berbagai sumber seperti: jurnal, buku dan publikasi terkait yang relevan. Data primer diperoleh melalui kuesioner yang disebarkan kepada target responden. 100 responden diperoleh dengna menggunakan metode accidental sampling. Pengukuran model dilakukan dengan dengan menggunakan analisis jalur (path analisis). Hasil penelitian menunjukan bahwa persepsi harga, kualitas pelayanan memiliki pengaruh yang positif dan signifikan baik secara parsial maupun secara bersama-sama terhadap kepuasan tamu. Hasil penelitian juga menunjukan bahwa persepsi harga, kualitas pelayanan memiliki pengaruh yang positif dan signifikan terhadap word of mouth. Persepsi harga, kualitas pelayanan dan kepuasan tamu secara secara bersama-sama memiliki pengaruh yang positif dan signifikan terhadap word of mouth. Persepsi harga memiliki pengaruh yang dominan. Disarankan untuk meningkatkan harga bersaing melaui pemberian diskon atau potongan harga. Pada Penelitian selanjutnya, variabel lain seperti lokasi atau fasilitas, dapat digunakan melihat pengaruhnya terhadap word of mouth. Kata kunci: persepsi harga, kualitas pelayanan, kepuasan tamu, word of mouth

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