PENERAPAN STRATEGI PEMASARAN YANG TEPAT DAN PELAYANAN PRIMA TERHADAP KEPUASAN TAMU HOTEL OLEH RECEPTIONIST LOR IN HOTEL SOLO

Abstract

The hospitality industry, is one industry that is engaged in providing services for products and services. By providing a good quality of service will create satisfaction for guests, especially for the occupants of hotel rooms. Because if the product or service provided can be satisfying then they will compare the services provided from one hotel to another hotel. In addition to satisfying service, a price that is suitable and in accordance with the services provided is also able to be a consideration for guests who stay. When satisfied, they will come back and give recommendations to others to stay at the same place. This research was conducted at the Lorin Solo Hotel which aims to analyze the effect of prices through the application of appropriate marketing strategies to customer satisfaction and analyze the effect of excellent services on customer satisfaction. This study uses a survey design, which is a study that takes samples from a population using a questionnaire as a data collection tool. The sample used was 100 respondents Lorin Solo Hotel customers. The analytical tool used in this study is the instrument test, classic assumption test, data analysis (simple regression analysis, t test, F test and coefficient of determination (R2)). The results of this study, there is a positive and significant effect between prices through the application of appropriate marketing strategies to customer satisfaction and there is a positive and significant effect between excellent service on customer satisfaction. All results support previous research and have a significant effect on customer satisfaction.