FAKTOR- FAKTOR YANG MEMPENGARUHI KEPUASAN KONSUMEN PADA HOTEL SUITE PAKAR BERASTAGI

Abstract

This study aims to find out the most dominant factors affecting consumer satisfaction in Hotel Suite Pakar Berastagi. Data was obtained directly from respondents at  Hotel Suite Pakar Berastagi. The population of this study is consumers who stay at the Hotel Suite Pakar Berastagi and the number of samples in this study is 125 respondents. The analysis techniques used in this study are validity and reliability tests, and factor analysis. The results of this study show that out of 25 variables, 4 factors were formed that affect consumer satisfaction at the Berastagi Expert Suite Hotel based on the naming of the factors, namely factor 1 facility, factor 2 promotion, factor 3 location and factor 4 price. The KMO Measure Of Sampling Adequency (MSA) number is 0.924 above 0.50, with a significant 0.000, so the variable is suitable for further analysis using factor analysis. The most dominant factors affecting consumer satisfaction at Hotel Suite Pakar Berastagi are the price factor, namely price affordability with a correlation value of 0.779.