THE INFLUENCE OF SERVICE QUALITY, BRAND IMAGE
AND PRICE TOWARD CUSTOMER SATISFACTION (Case
Study of Hotel Bukit Indah Puncak, Cianjur)
By:
Novian Kamaruloh
1112081100009
DEPARTMENT OF MANAGEMENT INTERNATIONAL CLASS
PROGRAM FACULTY OF ECONOMICS AND BUSINESS
SYARIF HIDAYATULLAH STATE ISLAMIC
UNIVERSITY JAKARTA
1440H/ 2019M
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CURRICULUM VITAE
Personal Identities
Name : Novian Kamaruloh
Gender : Male
Place of Birth : Cianjur
Date of Birth : November 24th 1993
Address : JL. Raya Puncak RT. 03/001, Puncak, Desa Ciloto Kec.
Cipanas Kabupaten Cianjur
Phone/Mobile : 087873881123
E-mail : [email protected]
Formal Education
College : UIN Syarif Hidayatullah Jakarta
Senior High School : SMA Inasan Kamil Bogor
Junior High School : SMP Negeri 1 Cipanas
Elementary School : SD Negeri 1 Puncak
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ABSTRACT
The purpose of this research is to analyze the influence of service quality, brand
image, price and customer satisfaction. The data that have been used for this
research are primary data and it has been collected from 100 respondents who
have visited Hotel Bukit Indah Puncak. The technique sampling used in this
research is judgmental sampling. The data obtained are further analyzed using
multiple linier regression on SPPS 20.0 for windows. The result shows that
service quality, brand image, price and customer satisfaction. While, all
independent variables such as service quality, brand image, price and customer
satisfaction simultaneously influenced the dependent variable which is customer
satisfaction. The result of coefficient of determination shows that 81,2% as the
value of dependent variable can be explained by the independent variables. While
the rest of dependent variable value is 18,8% that can be explained by the other
variables that have not been included in this research.
Keywords: service quality, brand image, price, customer satisfaction.
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ABSTRAK
Tujuan dari penelitian ini adalah untuk menganalisa pengaruh dari kualitas
pelayanan, citra merk, dan harga terhadap kepuasan pelanggan Hotel Bukit
Indah Puncak. Data yang telah digunakan dalam penelitian ini adalah data
primer dan data tersebut telah dikumpulkan dari 100 responden yang pernah
mengunjungi Hotel Bukit Indah Puncak. Teknik pengambilan sampel yang
digunakan dalam penelitian ini adalah metode jugmental sampling. Data yang
telah didapatkan, selanjutnya dianalisa menggunakan regresi berganda pada
SPSS 20.0. Hasil dari penelitian ini menunjukan bahwa kualitas pelayanan, citra
merk, dan harga terhadap kepuasan pelanggan. Sementara, seluruh variabel
independen seperti kualitas pelayanan dan citra merk, secara simultan
mempengaruhi variabel dependen yaitu kepuasan pelanggan. Hasil dari koefisien
determinasi menunjukan bahwa 81,2% sebagai nilai dari variabel dependen yang
bisa dijelaskan oleh variabel independen. Sementara, sisa dari nilai variabel
dependen adalah 18,8% yang bisa dijelaskan oleh variabel lain yang tidak
dimasukan kedalam penelitian ini.
Kata Kunci: Kualitas pelayanan, citra merk, dan harga terhadap kepuasan
pelanggan.
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FOREWORD
Assalammu’alaikum Wr. Wb.
All praise to Allah SWT, the Most Gracious and the Most Merciful, the
Cherisher and Sustainer of the worlds; who always gives the writer all the best of
this life and there is no doubt about it. Shalawat and Salaam to the Prophet
Muhammad SAW and his family. With blessing and mercy from Allah SWT, the
writer can complete this thesis to fulfill one of the requirements in accomplishing
bachelor degree.
The writer is also well-aware that without advice and support from various
parties, this thesis will not be realized properly. Therefore, the writer would like to
take his opportunity to express his deep and sincere gratitude to the following:
1. Beloved parents, both my dad Medi and my mom Neni Nuraeni who have
given all their efforts morally and material to my college study. For also
being such a great parents that always give me support and advice to finish
this thesis. Thank you for your love and prayers that never end. All this
efforts is dedicated to you my mom and dad. May Allah SWT always give
His blessing for both of you.
2. My beloved teacher at Pesantren Al-Ihya Bogor K.H. Muhammad Husni
Thamrin (Abi) who has given enlightened my life by the knowledge.
3. Prof. Dr. Dede Rosyada, MA as a Rector of State Islamic University
Syarif Hidayatullah Jakarta.
4. Dr. Arief Mufraini, Lc., M.Si as the Dean of Economic and Business
Faculty.
5. Leis Suzanawaty, SE., M.Si as my Academic Supervisor and Titi Dewi
Warninda, SE., M.Si as Head of Management Studies Program and Ela
Patriana, MM as Secretary of Management Studies Program.
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6. Ade Suherlan, MM., MBA as the thesis supervisor. By his advice,
direction, and guidance I can write this thesis properly. Thank you so
much for your time and kindness to help me in finishing this thesis.
7. All the lectures who have taught me many things patiently. Thank you for
all the knowledge that will lead me to a better future. May your charity
and deeds are always recorded by Allah SWT.
8. All the staffs in Economic and Business Faculty. Especially to Mr. Bonyx
who always helps me to provide me all the procedures I need in making
this thesis.
9. My beloved brother Muhammad Taufik Maulana, who always cheer me
up
10. All the family of Al-ihya and Insan Kamil who have supporting me by
moral support and advice to finishing my thesis.
11. All my dear friends Radit, Priyo, Fais, Fajar, Reza, Syafiq, Azka, Diah,
Dita, Eva, Hadyan, Zakaria, Mohsen, Odi, Diko, Lia, Siti. I will missed
every we spent together and I will missed you guys. We can achieve our
dreams and our friendship will continue forever.
12. Thanks to Reza Sofie’s family for the kindness by allowing me to ride
hone during my college time. Hopefully Allah allays give his blessing for
Reza and Family.
13. Thanks to Mas yuda, Mas Yo, Radit, Mas fajar, Azka, faiz and other
residents of Koastan Warna-warni who have given stay ride and always
helped me when I found the difficulties in my research.
14. Thanks to Senior and Junior of International Program 2008, 2009, 2011,
2012 and 2013.
15. Thanks to Malabar Mountain Café to always be the comfortable and warm
place for write my thesis.
16. Thanks to Hotel Bukit Indah Puncak by giving me permission to conduct
research there
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17. Thanks to Ade, Asha, Andar, Alif, Inggi, Puspa, Eka, May and other
Family of SDN 1 Puncak thank you for you always beside me, support me,
and I never forget every moment for you all.
18. Thanks to all my student at SMA Insan Kamil who always support me.
Finally, the author expect for any critics and suggestion that could improve
the content of this thesis, the author hopes to that the thought provoking
contributions can give benefit to the reader, hopefully this thesis could be
worthwhile for all of us. Amin
Wassalamu’alaikum Wr. Wb.
Jakarta, January 2019
The Writer
Novian Kamaruloh
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TABLE OF CONTENT
Curriculum Vitae ...................................................................................................v
Abstract ..................................................................................................................vi
Abstrak ..................................................................................................................vii
Preface ..................................................................................................................viii
Table of Contents ...................................................................................................xi
List of Tables .......................................................................................................xiv
List of Figures ......................................................................................................xvii
CHAPTER I INTRODUCTION
A. Background ...................................................................1
B. Problem Formulation ....................................................7
C. Objectives and Benefits Of Research ...........................8
1. Objectives Research ................................................8
2. Benefit of the Research ...........................................8
CHAPTER II LITERATURE REVIEW
A. Theory Development ..................................................10
1. Service Quality…….............................................10
2. Brand Image.........................................................13
3. Price ……............................................................17
4. Customer Satisfaction...........................................20
B. Previous Research .......................................................26
C. Conceptual Framework ...............................................33
D. Hypothesis ..................................................................35
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A. Scope of Research ......................................................40
B. Method of Sampling ...................................................40
1. Population ..............................................................40
2. Sample ...................................................................41
C. Types and Collecting Data Method ............................41
1. Primary Data .........................................................42
2. Secondary Data .....................................................44
D. Data Analysis Method ................................................44
1. Validity Test .........................................................44
2. Reliability Test .....................................................45
3. Classical Assumption Test ...................................45
a. Normality Test ................................................45
b. Multicollinearity Test .....................................46
c. Heterocedastity Test .......................................47
4. Multiple Regression Analysis ...............................48
a. Coefficient of Determination ..........................48
5. Theoritical Test ....................................................49
a. t – Test ............................................................49
b. F – Test ...........................................................50
E. Variable Operational Research .................................. 51
CHAPTER IV FINDING AND ANALYSIS
A. General Description of Research Object ....................56
B. Result and Discussion .................................................56
1. Validity and Reliability .........................................56
a. Validity Test ...................................................56
b. Reliability Test ................................................59
2. Characteristic of Respondent .............................. 60
3. Descriptive Analysis ........................................... 61
4. Classical Assumption Test ..................................81
CHAPTER III RESEARCH METHODOLOGY
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a. Normality Test ................................................81
b. Heterocedasticity .............................................83
c. Multicolinearity ..............................................84
5. Hypothesis Test ...................................................85
a. t - Test .............................................................85
b. F - Test .......................................................... .88
6. Multiple Linear Regression .................................89
a. Regression equation ........................................89
b. Determinant Coefficient .................................90
CHAPTER V CONCLUSION AND RECOMMENDATION
A. Conclusion ..................................................................92
B. Recommendation ........................................................92
1. For The Next Researcher ......................................93
2. For The Company .................................................94
REFERENCES ....................................................................................................96
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LIST OF TABLES
No. Description
1.1 Number of hotel visitor at Java Island 2011-2015...................................... 3
2.1 Previous Research.............................................................………............…..26
3.1 Likert Scale..................................................................................................... 40
3.2 Variable Operational Research....................................................................... 48
4.1 The Tryout Result of Validity Test…............................................................ 54
4.2 The Result of Tryout for Reliability............................................................... 55
4.3 Age of Respondents....................................................................................... 56
4.4 Gender of Respondents………….................................................................. 57
4.5 Hotel Bukit Indah has a clean environment................................................... 58
4.6 Employees at Hotel Bukit Indah uphold the tidiness.................................... 58
4.7 Hotel Bukit Indah provides accurate ordering services…..............................59
4.8 Hotel Bukit Indah provides fast service........................................................ 59
4.9 Employees at Hotel Bukit Indah have the attitude to help hotel
visitors………………………………………………………………..…..60
4.10 The employees at Hotel Bukit Indah have a courteous
attitude………………………………………………………………..…..61
4.11 Hotel Bukit Indah understands the needs of hotel visitors.......................... 61
4.12 Hotel Bukit Indah is a highly rated cottage service provider.....................62
4.13 Hotel Bukit Indah is convenient to use....................................................... 63
4.14 Hotel Bukit Indah is a reliable accommodation service............................. 63
4.15 The products of Hotel Bukit Indah give a positive impression to the
consumers…………………………………………………………..…….64
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4.16 The marketing communication program of Hotel Bukit Indah is well
done........................................................................................................... 65
4.17 The Bukit Indah Hotel brand is memorable................................................ 65
4.18 Hotel Bukit Indah has a unique look........................................................…66
4.19 Hotel Bukit Indah provides efficient hotel and restaurant services...........66
4.20 Hotel Bukit Indah has a good image in consumers mind.....................;......67
4.21 The price of Hotel Bukit Indah products is affordable............................. 68
4.22 The price of Hotel Bukit Indah product is in accordance with the desired
result…………………………………………………………………….. 68
4.23 The price of Bukit Indah Hotel products is cheaper than other lodging
service providers…………………………………………………………69
4.24 The product price of Hotel Bukit Indah can compete with other lodging
service providers........................................................................................70
4.25 The price of Bukit Indah Hotel products is in line with the perceived
benefits...................................................................................................... 70
4.26 Hotel Bukit Indah receives customer complaints well.................................71
4.27 Hotel Bukit Indah responds to customer complaints well.........................72
4.28 Hotel Bukit Indah has a variety of services with high quality...................72
4.29 Hotel Bukit Indah provides good information to c ustomers......................73
4.30 Hotel Bukit Indah has good quality so as to create loyalty from
consumers.... …………………………………………………………..…73
4.31 Hotel Bukit Indah always releases its newest products well so that
consumers can buy / use more products /
services.......................................................................................................74
4.32 The services provided by Hotel Bukit Indah create a good word of
mouth.........................................................................................................75
4.33 The services provided from Hotel Bukit Indah make consumers ignore the
brand and the advertisement of its competitors..........................................75
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4.34 Hotel Bukit Indah is able to provide space for consumers in giving a good
opinion…………………….......................................................................76
4.35 The process and service provided by Hotel Bukit Indah is satisfactory....77
4.36 Consumers feel safe when staying at Hotel Bukit Indah.............................77
4.37 Consumers feel comfortable when staying at Hotel Bukit Indah................78
4.38 The suggestion box provided by Hotel Bukit Indah for customer
suggestions and complaints goes well and satisfactorily...........................78
4.39 Multicolinearity Statistics............................................................................84
4.40 The Result of t-Test .....................................................................................85
4.41 The Reult of F-test ......................................................................................88
4.42 Result of Multiple Linear Regressions ........................................................90
4.43 The Result of Determinant Coefficient .......................................................92
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LIST OF FIGURES
No. Description
1.1 Number of hotel bukit indah’s visitor ………….........................................6
2.2 Conceptual Framework .............................................................................34
4.1 Normality Test Result ...............................................................................80
4.2 Heterocedasticity Test Result .............................................................................82
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CHAPTER I
INTRODUCTION
A. Background
Traveling in this modern era part is a of the lifestyles of people in
the word. Especially urban people in Indonesia who are very dense daily
by work, traveling is one option to release the burden of mind that has
been preoccupied with the work. There are many kind of traveling
destination, starts from the places around home area such as City Park, zoo
and many more, until the farthest places from home area like highlands,
beach and countryside. Especially in Indonesia many tourism attractions
that they can visits.
Indirectly that has positive impact towards Indonesia tourism.
Tourism sector was seen not as primary sector for Indonesia government,
this shown by the lack of infrastructure development and lack of access to
reach tourism destination. Follow the time, the development of tourism
sector was been has intention from government in several year ago. The
result of increasing amount of tourist it can be seen as government
intention in tourism sector. Based on data from ministry of tourism at half
year of 2016 that 5.625.120 foreign tourist and at 2017 that 6.460.964
foreign tourist was visiting Indonesia, that mean the increasing around
836.844 tourist. (kemenpar.go.id,2017)
Talking about tourism is not complete, if we not talk about the
business behind tourism industry. Because more popular some tourism
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destination it will increase the local economy at that area. One of sector
that has impacted is hotel industry, according to chief of tourism
investment deputy of tourism ministry Hengky Manurung said at 2016
portion for star hotels investment is already 40 percent from total
investment of tourism industry. In 2015, the realization of investment
targeted by tourism ministry is only 3.8 percent of the total national
investment, but at the end of the year the realization reached even 4.1
percent or around Rp 100 trillion. While in 2016, the realization of tourism
investment is targeted to increase about 5 percent or around Rp 105
trillion. (republika.co.id,2016)
The definition of the hotel itself is derived from the French
"Hostel" which means lodging house for people who are traveling. The
hotel is a tourism business in which an accommodation business was
commercialized by providing facilities such as bedrooms (guest rooms),
food and beverages, and supporting services such as recreational areas,
sports facilities and other facilities (Sulastiyono, 2006: 11 ). In the tourism
business, hotels serve as one of the accommodation facilities for tourists,
as well as a place of training activities or meetings of a company and
government. Therefore in this business customer satisfaction very
preferred, because the evidence of the hotel's success is to serve exceed
customer expectations.
This development is also indicated by the increasing trend of hotel
guest visits in Indonesia, especially in Java.
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Table 1.1
Number of hotel visitor at Java Island 2011-2015
(In Thousand)
2011 2012 2013 2014 2015
DKI Jakarta 5.470,30 5.266,40 5.976,00 6.523,40 8.286,30
Jawa Barat 3.457,10 4.123,00 5.651,10 6.434,70 8.413,80
Jawa Tengah 1.793,20 1.928,30 3.960,00 3.989,60 4.896,40
DI
Yogyakarta 710,80 1.033,80 1.322,80 1.587,10 2.188,40
Jawa Timur 1.826,00 1.991,50 2.726,30 3.185,30 3.774,20
Banten 591,10 661,90 1.415,20 1.039,10 1.849,70
Source:bps.go.id,2017
The data above shows the number of hotel visitors who were on the
Java island in 2011 to 2015. In 2011 to 2014 the number of hotel visitors
in the DKI Jakarta province was always the highest compared to other
provinces, then followed by West Java province in the second position.
But in 2015 there was something unique, West Java succeeded in
surpassing DKI Jakarta with a difference of around 127,500 visitors. This
is actually not surprising because the trend of hotel visitors in West Java
every year has always experienced a significant increase.
One of tourism destination in West Java is Puncak Tourism area,
Puncak is the name of plateau or mountainous areas that is located
between Bogor and Cianjur. This area is very well known for both
domestic tourists and foreign tourists. This area is known as the resting
4
place of Jakarta's population and as a tea plantation area built by the Dutch
colonial government. In addition, there are also places of recreation and
beautiful agro, such as Mount Mas, Gantole (Paraglaiding) and Cibodas
Botanical Garden. In the Puncak area there are also many interesting
attractions such as Safari Park, Taman Bungan Nusantara, Kota Bunga and
there is a beautiful mosque with a unique and simple architecture that is
Atta'awun Mosque. In this area there are also many villas and hotels
owned by local residents to place the rest of the visitors.
Puncak Region is known as a place that has a cold and fresh air,
because their area between the mountains. So the fair area of Puncak serve
as one of the main tourist attractions in West Java. And Puncak not far
from the capital city of Jakarta, it is no wonder the majority of visitors are
citizens of Jakarta. So reasonable when in Puncak there are many hotels
ranging from non-star class to star-rated hotels. One of them is Hotel Bukit
Indah which is a four-star hotel built in 1973 by Mr. Zbigniew Bleszynski
who is the father of artist Tamara Bleszynski. This hotel also has 6 types
of rooms that have natural scenery outside the rooms are beautiful and
cool, namely Standard Room, Business Room, Deluxe Room, Junior Suite,
Suite and Family Suite. Also included are facilities like swimming pool,
children`s playground, tennis and volley ball courts, and lobby lounge.
In the Ciloto area there are also several 4-star hotels in addition to
Bukit Indah Hotel, namely Puncak Pass resort, Casa Monte Rosa Hotel,
and ARRA Lembah Pinus Hotel. But among these hotels, Hotel Bukit
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Indah is the longest 4 star hotel in the Ciloto area. In addition to showing
increasingly fierce competition between star hotels, the development of
hotels in this area also shows that the hotel business also experienced a
significant increase. This increase also affects every hotel competing to
provide the best quality service.
Secondly is brand image, brand can be some additional value to the
product whether tangible and intangible product. Image is the way the
public actually perceives them (Kotler et al., 2009: 279). In addition to
knowing the standard of a hotel, star-rated hotel furniture is also the
attraction of a hotel in the eyes of consumers. Similarly, Hotel Bukit Indah
attached to the status of four-star hotel, then with this image as a hotel that
has a standard will be embedded in the minds of customers. Obviously in
terms of servants, facilities and completeness of space and clear space
options will be better than the star hotel below.
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The following graphic are the data number of Hotel Bukit Indah’s
visitors during 2016
Figure 1.1
Source: Management of Hotel Bukit Indah
In the above graph data 1.1 shows the data visits to Hotel Bukit
Indah in the period 2016-2017. There is a phenomenon where in the
middle of the year there is a downward trend in tourism, which we know
that mid-year should be high season for business accommodation. Aside
from the end of the year, the high season took place in the middle of the
year because it was a long holiday for school and university students. With
such a theory there should be an increase in visitors at the Bukit Indah
Hotel, but according to the data, the opposite is true.
jan feb mar apr mei jun jul aug sep oct nov des
2016 3161 2471 5558 6139 6911 5235 5213 3222 3494 4477 5512 6711
2017 3403 2234 5789 5388 5788 5345 5760 3524 3045 4356 6204 6590
010002000300040005000600070008000
Number of Hotel Bukit Indah's Visitor in 2016-2017
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Compared to other 4 star hotels, Bukit Indah Hotel has an
affordable price. Not only affordable, the price provided is comparable to
the servant who is bought by a 4-star hotel. So this hotel is more often
used by companies for training, meeting and gathering. And often used
also for sports athletes such as Paragliding and Judo, because in the area of
Ciloto there are places for Judo and Paragliding.
In addition to different in the provision of facilities, star hotels also
have differences in terms of pricing. Where the higher the price the more
complete the service will be provided by the hotel, and vice versa.
According Tjiptono (2008: 151) mention the price is one - the only
element of the marketing mix that provides income or revenue for the
company. No wonder the company must set the price according to each
product or service. So Hotel Bukit Indah should consider the following 4
indicators: According to Stanton (in Rosvita, 2010: 24),: Affordability
price, Compliance with quality products, Price competitiveness, and
Compliance with price benefits.
Based on this background, this research seeks to know and analyze
the factors that influence the cutomer satisfactio of visitor Hotel Bukit
Indah Puncak. Therefore made research with title THE INFLUENCE OF
SERVICE QUALITY, BRAND IMAGE AND PRICE TOWARD
CUSTOMER SATISFACTION In case study Hotel Bukit Indah
Puncak, Cianjur Problem Formulation.
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B. Problem formulation in this research are:
1. Is there any influence of service quality towards customer satisfaction
on visitor of Hotel Bukit Indah Puncak?
2. Is there any influence of brand image towards customer satisfaction on
visitor of Hotel Bukit Indah Puncak?
3. Is there any influence of price towards customer satisfaction on visitor
of Hotel Bukit Indah Puncak?
4. Is there any influence of service quality, brand image, and price towards
customer satisfaction on visitor of Hotel Bukit Indah Puncak?
C. Objectives and Benefits of Research
1. Objectives Research
Purpose of the research are:
a. To analyze the influence of service quality partially and
simultaneously toward customer satisfaction on visitor of Hotel
Bukit Indah Puncak
b. To analyze the influence of brand imagepartially and
simultaneously toward customer satisfaction on visitor of Hotel
Bukit Indah Puncak
c. To analyze the influence of service price partially and
simultaneously toward customer satisfaction on visitor of Hotel
Bukit Indah Puncak
9
2. Benefit of Research
a. For The Company
Benefit for the company is as a material consideration in
determining the strategic decision-making and determine the
factors that most influence consumer customer satisfaction
b. For The Researcher
This study is a chance for authors to apply the theory that
can be currently study in college as well as expand the horizon
of the service quality, brand image, price and customer
satisfaction
c. For The Reader
This study is expected to provide a reference for all
students and academics who want to study the problem related
to marketing, especially customer satisfacion. And as a work
that can be used as a discourse and library for students or
academics who have in interest examined in the same field.
10
CHAPTER II
LITERATUR REVIEW
A. Tourism marketing
1. Tourism
a. Definition of Tourism
According to the Diretorat General of Tourism
(2009), definition of tourism according to Law No. 9 of
1990 concerning tourism is everything related to tourism,
including the exploitation of tourist objects and attractions
and related businesses in that field.
According to Muljadi (2009: 111) the impact of
tourism at this time includes: first, economic impact,
namely, as a source of foreign exchange; second, social
impact, namely, as job creation; and the last is the impact of
culture, namely, introducing culture and art.
b.Tourism Business
According to Dimyanti (2009: 100) Tourism
business is a business that provides goods and or services to
meet tourist needs and tourism. Tourism businesses
include, among others:
i. Tourist attraction
11
ii. Tourism area
iii. Tourist transportation services
iv. Travel services
v. Food and beverage services
vi. Provision of accommodation
vii. Organizing entertainment and recreational
activities
viii. Organizing meetings, incentive trips,
conferences and exhibitions
ix. Tourism information services
x. Tourism consultant services
xi. Tour guide services
2. Marketing
According to Kotler and Keller (2016) the notion of
marketing is a social process in which individuals and groups
obtain what they need and want by creating, offering, and freely
exchanging valuable products and services with others.
The formal definition according to The American
Marketing Association in Kotler and Keller (2016: 25) states:
12
"Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering, exchanging offers that have
value for customers, clients, partners, and societyat large."
From some of the definitions above, conclusions can be
drawn, marketing is all activities that create, offer, communicate
products or services and make exchanges between individuals with
one another which basically to meet needs and create value for
customers, so as to be able to establish good relationships with
customers and provide benefits to the company.
3. Tourism Marketing
According to J. Krippendorf (2009) formulating tourism
marketing as follows "Marketing in tourism to be understood as the
systematic and coordinated execution of business policy by the
tourist undertaking whether private or state owned local, regional,
national and international levels to achieve the optimal of
satisfaction of the needs of identifiable consumers groups and
doing so to achieve an appropriate return.
Meanwhile, according to Yoety (2008) Tourism Marketing
is a system and coordination that is implemented as a policy for
companies engaged in tourism, both private and government
property, in the scope of local, regional, national and international
to be able to achieve tourist satisfaction with get a reasonable
profit.
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B. Service Quality
1. Definition of Service Quality
Service quality is one of important factors in order to
achieve competitive advantage. Service has variety meaning and
traditionally difficult to describe. Even more difficult were the fact
how to create and send the service to customer often hard to
understand. Some expert also define in different ways, here are the
definition of Lovelock and Wright (2005:5) :
a. Service is an act or performance that had offered by one
party to the other party. Although the process might be
related to the physical product, the performance is
essentially intangible and usually the result does not have
ownership to factor of production.
b. Services are economic activities that create and deliver
benefits to customers at a particular time and place, as the
result of actions that bring about desire changes in
themselves or to its service recipient.
According Lovelock and Wirtz (2005:9) services are
economic activities that have offered by one party to another party,
most commonly employing time-defined performances to bring
14
about desired result in recipients themselves or in object or other
assets for which purchasers have responsibility.
According to Kotler et al (2009:139) quality is the totality
of features and characteristics of a product or services that bear on
its ability to satisfy stated or implied needs.
According to Lovelock and Wright (2005:96) service
quality is long term evaluation customers to deliver some service
through a company. Service quality can be determined with
comparing the perception of consumer for services which clearly
they had received or get from the a real service what they were
expecting or desired to the service attribute some company.
According to Santouridis and Trivellas (2010) service
quality is usually understood as a measure of how well the level of
the delivered services matches customer’s expectations.
Service is the most important element to know customer
satisfaction in consuming the product or service. Customers will
compare what they were expecting for accepted with what their
truly received during the post-purchase step of the process buying
service. They had decided whether satisfied or dissatisfied with
delivering the service and results, they also make judgment about
the quality service.
If the service that received and perceived suitable with
expectation, so the service quality has a good perception and
15
satisfied. If the services received beyond the consumer
expectations, so the service quality has a very good perception and
good quality. Whereas, if the services received is lower than
expected, then service quality has a bad perception.
From the definition above service quality that have been
explained by expert, the author can make conclusion that service
quality is any kind of activity that performed by company in order
to fulfill consumer expectations. In this case, service defined as a
service that deliver by owner such as easier, speed, relationship and
politeness which shown through attitude and character in
delivering service for customer satisfaction.
2. Dimension of Service Quality
The cooperative or company can stay ahead and compete
because they give a service with high quality, consistent, and
continuous. Every company have to maintain service quality that
had given, even make some improvement so the expectation from
consumer could be fulfilled.
To provide good service quality to customer, we have to
know the thing that customer expect from service quality that we
had provided. In this case, there are five dimension service quality
based on Lovelock and Wright (2007:407) as follows :
a. Tangibles
16
The appearance of physical facilities, equipment, personnel,
and communication materials.
b. Reliability
Ability to perform the promised service dependably and
accurately.
c. Responsiveness
Willingness to help customers and provide prompt service.
d. Assurance
Credibility, security, competence, and courtesy.
e. Empathy
Access, communication, and understanding customer.
C. Brand Image
1. Definition of Brand Image
One of the most important part of some product is brand
image, brand can be some additional value to the product whether
tangible and intangible product. Image is the way public actually
perceives them (Kotler et al.,2009:279). Every company that have
move in goods or services sector try to increase their strong image
in market to get more revenue. In this case, company will try to
introduce their product especially in excellence which is another
company does not have a same product. The existence of brand is
17
not merely to show the name from some product, but more than
that, brand shows the additional value of product in various
dimensions that make differentiation its product from other
products.
Brand was an important attributes from some product.
Moreover, brand was an identity to differentiate company’s
product with another product. In this case, definition of brand
image has different explanation from several expert, but all of them
have a similar understanding between each other. Here are some
definition of brand image that author quotes from several expert :
According to Kotler et al (2009:296) brand is a name, term,
sign, symbol, or design, or some combination of these elements,
intended to identify the goods and services of one seller or group of
sellers and to differentiate them from those of competitors. The
different components of a brand names, logos, symbols, package,
designs, and so on are brand elements.
According to Petter and Donnelly (2009:85) brand is a
name, term, design, symbol, or any other feature that identifies one
seller’s good or services as distinct from those of other sellers.
According to Keller (2008:2) brand is a name, term, sign,
symbol, or design, or a combination of them, intended to identify
the goods and services of one seller or group of sellers and to
differentiate them from those competition.
18
According to Keller (2008:51) brand image is consumer’s
perception about the brand, as reflected by brand association held
in consumer memory.
From the definition above brand image that have been
explained by expert, the author can make conclusion that brand
image is the identity of company in order to make the customer
know the differentiation between another company.
2. Measurement of Brand Image
According to Keller (2008:56) defined the measurement of
brand image can conducted based on the aspects of a brand,
namely :
a. Strengthens
The more deeply a person thinks about product information
and relates it to existing brand knowledge, the stronger result
brand associations will be. The strength in this case are the
advantages owned by a physical brand which not found from
another brand. The advantages of this brand refers to the
physical attributes, so commonly as the advantages compared
to the other brand. What is included in group strength namely;
physical product, quality product, function of product
19
facilities, price product, and the appearance of supporting
facilities to its products.
b. Uniqueness
Uniqueness is the ability to differentiate a brand among other
brands. This impression arises from the unique attributes
product, be a unique impression means there is differentiation
between one product to other products. What is included in
uniqueness group namely; the variation service that usually
given a product, the variation of product, and physical
appearance of product.
c. Favorable
Favorable refers to the ability of the brand to be easily
remember by consumers. What is included in this category
namely; brand easy to say, the ability of brand to be
remembered by consumers, or the suitability between the
impression of brand in mind of consumer with brand image
company above its brand.
3. Building Brand Image
According to Joe (2004:20) establishment of brand image
in consumer perspective are not happen in a relatively short time,
but in the long term, and not takes many years. Establishment of
brand image are influenced by:
20
a. The quality of product that produce.
b. Services provided.
c. The company's reputation.
d. The company’s policy.
e. Marketing activities of the company itself.
D. Price
1. Definition of Price
Price is the easiest element in marketing program for a
customized product features, channel, even the communication
takes more time. Price also communicates positioning the intended
value of the product or the company's brand to the market. The
products are designed and marketed well can be sold at high prices
and generate great profits. (Kotler & Keller, 2012).
According Tjiptono (2008: 151) mention the price is one -
the only element of the marketing mix that provides income or
revenue for the company.
From the definition above explains that the price is an
important element important in business, because with the price
can show income for the company, and also with the prices that
will be the benchmark in exchange buying and selling goods and
services.
21
2. Price Fixing
The company chose pricing method that includes one or
more of these three considerations. According to Kotler and Keller
(2012), there are six methods of pricing, the following explanation:
1) Pricing Mark up
The most basic pricing method is to add a standard markup to
the cost of the product. Until now pricing markup is still
popular because sellers can determine the cost was much easier
than expected demand, then prices tend to be the same and
price competition is minimized when companies in the
industry use this method, and finally many people feel that the
pricing cost plus fairer for buyers and the seller.
2) Determination of the purchase price level target
The Company determines the price which will produce return
on investment targets.
3) Pricing default values
Assuming the value is composed of several elements such as
image buyers will be the performance of the product, the
ability of the delivery of channels, quality assurance, customer
support, and attributes that are less dominant as supplier
reputation, confidence and self-esteem.
4) Pricing value
22
The method creates a cheap price to consumers to attract the
attention of consumers by not ignoring the company's product
quality.
5) Going-rate pricing
The company bases its price largely on competitors' prices,
wearing the same price, more expensive or cheaper than major
competitors.
6) The type of auction pricing
Pricing types of auctions performed to remove more supplies
or thrift. A company must set a price for the first time when
the company developing or acquiring a new product, introduce
the products into the distribution channel or a new area, and
when the company will participate in the auction on a new
labor contract. This is done so that the company's goals can be
achieved.
3. Indicator of Price
According to Stanton (in Rosvita, 2010: 24), there are four
indicators that characterize the price are:
a. Affordability price
That aspect of pricing that is made by the producer /
seller in accordance with consumers' purchasing ability.
b. Compliance with quality products prices
23
That aspect of pricing that is made by the producer /
seller in accordance with product quality can be obtained by
consumers.
c. Price competitiveness
Namely a price quote provided by the manufacturer /
seller of different and competing with those given by other
manufacturers, on the same types of products.
d. Compliance with price benefits
That aspect of pricing that is made by the producer /
seller in accordance with the benefits that can be derived
consumers of the product purchased.
E. Customer Satisfaction
1. Definition Customer Satisfaction
Everyone knows what satisfaction is, until asked to give a
definition. Then seems nobody knows. In less technical terms we
interpret this definition to mean that satisfaction is the customer’s
evaluation of a product or service in terms of whether that product
or service has met the customer’s needs and expectations. Failure
to meet needs and expectations is assumed to result in
dissatisfaction with the product or service. (Zeithaml., et al
24
2006:110).
Customers have experience different levels of satisfaction
or dissatisfaction after they consume product or service which was
suitable with their expectation. Because satisfaction is the
emotional condition, reaction after bought something could be
anger, dissatisfaction, aggravation, neutrality, excitement, or
enjoyment. (Lovelock and Wirght, 2007).
Customer satisfaction can be achieved only with giving
high quality service to the consumer. Good service and quality had
been judged by consumers directly from employee as a person who
serve a service or also called producer services. Because it takes
some effort to improve service quality system that had given to
fulfill the desire and increasing customer satisfaction. So, service
quality was the first thing to measure improvement customer
loyalty to become something important that we have to be
considered by company in order to achieve customer satisfaction.
Service quality has a close relationship with customer
satisfaction. Quality gives a push to consumers for establish a
strong relationship with the company. In the long term, this
relationship enable companies to understand consumer
expectations and needs carefully. Thus, companies can increase
customer satisfaction and at the end its satisfaction can create
loyalty or customer loyalty.
25
From the definition above customer satisfaction that have
been explained by expert, the author can make conclusion that
customer satisfaction is the expectation based on what customer
perceives.
2. Factor of Customer Satisfaction
According to Rangkuti (2003:30) customer satisfaction
defined as the response of consumer to mismatch between previous
importance level and the actual performance after used. The factors
that determine customer satisfaction as follows:
a. Customer Response, namely :
1) Keep loyal for a long time.
2) Buy more when company introduce new product and renew
existing product.
3) Talk a good thing about the company product.
4) Give a little attention to brand and advertising competitor.
5) Offering the service or product ideas to company.
b. Customer perception, namely :
1) Customer feels satisfied with process and services provided.
2) Customers feel safe & comfortable when have a deal to
company.
26
3) Give an advice to customer complaint either through the
suggestion box or e-mail.
c. Customer value, namely:
1) Accept customer complaint.
2) Responses customer complaint.
3) Have many types of services.
4) Give good information to customer.
3. Measurement of Customer Satisfaction
Kotler and Amstrong (2014:148) discuss several methods to
measure customer satisfaction, which are:
a. Complaint and Suggestion System
Each customer oriented service organization should
provide the widest opportunity to its customers to submit
suggestion, criticism, opinions, and their complaints.
Information obtained through this method can provide new ideas
and input are valuable to the company making it possible to
react quickly and respond in overcome the problems that arise.
b. Customer Satisfaction Survey
c. Like in this research, company can do a survey to measure
customer satisfaction using such as questioner or by phone calls
to a random sample of their customers. Through the survey,
companies will get responses and feedback directly from
27
customers and give a positive sign that companies pay attention
to them. Customer satisfaction survey is divided into four
categories, which are:
1) Directly report satisfaction: The respondents are being
asked directly with question in order to know if they are
very satisfied, satisfied, neutral, dissatisfied, or very
dissatisfied. This survey is to use to collect the customer
opinion and needs which can give the result called the
customer satisfaction index. This customer satisfaction
indexes the standard of company needs to maintain.
2) Derived dissatisfaction: The question that being asked
included two aspects, how high is the customer expectation
in the certain attribute, and how high is the performance that
customer’s feel of this attribute.
3) Problem analysis: The respondents are being asked to
describe two things; the problem which related with the
company offer and suggestion for improvement.
4) Importance performance analysis: The respondents are
asked to rate the services according to the customer
importance and company performance in each attributes.
5) Ghost shopping: This method use a person to pose as
28
potential buyer to report their findings on strong and
weakness points when experience buying the company’s
and competitor’s product. Ghost shoppers also can observe
how the company and its competitors in serving customer
demands, answering customer question, and solve any
problems or customer complaints.
6) Lost customer analysis: The Company contact customers
who have stopped buying or switched to another supplier to
learn why this condition happened and in order to
understand and take the police to further improve or refine.
7) Some caution in measuring customer satisfaction: The
Company must make a well-structured questionnaire;
otherwise the customer would face a huge questionnaire.
The company must also be able to recognize that two
customers can report being highly satisfied for two reasons.
One person maybe easily satisfied most of the time, and the
other one might be hard to please but was pleased on this
occasion.
According to Sondoh Jr. et. al (2007) in Thakur and Singh
(2012) Customer satisfaction is the accumulated experience of a
customer’s purchase and consumption experiences. It was
therefore; client satisfaction construct in this paper will be
29
measured through overall satisfaction toward the services.
Customer’s satisfaction is influenced by two factors which is
experiences and expectations with service performance.
Operationally, satisfaction is similar to an attitude, as it can be
assessed as the sum of the satisfactions with the various attributes
of the product or service. Satisfaction may be defined as
expectation before purchase and perception about performance
after purchase, The expectancy disconfirmation paradigm suggests
that consumers are satisfied when the product perform better than
expected (positive disconfirmation), dissatisfied when consumers'
expectations exceeded actual product performance (negative
disconfirmation), and neutral satisfaction when the product
performance matches expectations (zero disconfirmation or
confirmation).
30
F. Previous Research
Table 2.1
Previous Research
RESEARCHER
(YEAR)
TITLE VARIABE
L
RESEARC
H
METHOD
RESULT
Satendra Thakur
And A.P Singh
(2012)
Brand Image,
Customer
Satisfaction and
Loyalty Intention:
A Study in The
Context of
Cosmetic Product
Among The
People of Central
India
EXCEL
International
Journal of
Multidisciplinary
Management
Studies
Vol.2 Issue 5, May
2012, ISSN 2249
8834
Brand
Image
(X)
Customer
Satisfactio
n
(Y1)
Customer
Intention
(Y2)
Path
Analysis
Result has
show that
three brand
image
benefit
namely
functional,
social and
appearance
enhance has
positively
and
significantly
related to
customer
satisfaction
and loyalty
intention
and two
benefit
namely
experiential
and
symbolic
has no
significant
impact on
customer
satisfaction
and loyalty
intention on
the other
hand result
indicate that
there is a
positive
relationship
between
31
customer
satisfaction
and loyalty
intention.
The result
imply that
marketing
manager
should focus
on the brand
image to win
the customer
satisfaction
in order to
make the
customer
loyal about
their product
and service.
Hamad Saleem,
Naintara Sarfraz
Raja
(2014)
The Impact of
Service Quality on
Customer
Satisfaction,
Customer Loyalty
and Brand Image:
Evidence from
Hotel Industry of
Pakistan
IOSR Journal of
Business and
Management
(IOSR-JBM) e-
ISSN: 2278-487X,
p-ISSN: 2319-
7668. Volume 16,
Issue 1. Ver. VI
(Feb. 2014), PP
117-122
www.iosrjournals.
org
Service
Quality
(X)
Customer
Satisfactio
n
(Y1)
Customer
Loyalty
(Y2)
Brand
Image
(Y3)
SEM The study
was
conducted
to
understand
the
relationship
between
service
quality,
customer
satisfaction
with
customer
loyalty and
brand image
in all the
directions.
All the
hypotheses
were
accepted
and it
proved from
the analysis.
The service
quality and
customer
32
satisfaction
is directly
related as
high quality
enhances
the
satisfaction
at the same
time. The
innovation
in service
quality or
by
improving
the quality
of service
the hotels
become
more able to
satisfy the
customers.
The
satisfaction
of customer
leads
toward
loyalty as
shown by
the above
study.
Customers
when felt
satisfied,
they remain
loyal with
the hotel
and hence it
affects the
purchasing
behavior.
Kambiz Shahrodi
and Seyedeh
Safoura Naimi
(2014)
The Impact of
Brand Image on
Customer
Satisfaction
and Loyalty
Intention (Case
Brand
Image
(X)
Customer
Satisfactio
n
LISREL the impact
of brand
image on
customer
satisfaction,
and the
33
Study: Consumer
of
Hygiene Products)
International
Journal of
Engineering
Innovation &
Research
Volume 3, Issue 1,
ISSN: 2277 – 5668
(Y1)
Loyalty
Intention
(Y2)
impact of
customer
satisfaction
on loyalty
intention;
and the
hypothesis
of the
impact of
brand image
on customer
loyalty
intention
rejected; In
other words,
this
research has
not found a
direct
relationship
between
brand image
and
customer
loyalty
intention,
rather the
brand image
due to
customer
satisfaction
will affect
customer
loyalty
intention;
and finally,
it can say,
customers
are satisfied
as a result
of using
hygiene
products
with a
strong
brand
34
image, and
prefer
continue
buying that
product.
Prof. Dr.
Muhammad
Ehsan Malik,
Muhammad
Mudasar
Ghafoor, and
Hafiz Kashif
Iqbal
(2012)
Impact of Brand
Image, Service
Quality and price
on customer
satisfaction in
Pakistan
Telecommunicatio
n sector
International
Journal of
Business and
Social Science
Vol. 3 No. 23;
December 2012
Brand
Image
(X1)
Service
Quality
(X2)
Price
(X3)
Customer
Satisfactio
n
(Y)
Multiple
Regression
The results
of this study
suggest that
the brand
image,
service
quality and
price are
correlated
to customer
satisfaction.
Increase in
price has
shown to
have a
negative
impact on
customer
satisfaction.
Whereas,
improveme
nts in brand
image have
resulted in
improved
Increased
customer
satisfaction
and brand
loyalty.
Service
quality has
the
strongest
correlation
and any
increase of
results in a
positive
impact on
customer
35
satisfaction.
This study
aims to help
telecom
service
provider's to
gain a
competitive
edge in the
market by
getting an
idea of the
preferences
of the
people and
then
focusing the
areas that
require
improveme
nt.
Amir Mahmud,
KamaruzamanJus
off and St.
Hadijah
(2013)
The Effect of
Service Quality
and Price on
Satisfaction and
Loyalty of
Customer of
Commercial Flight
Service Industry
World Applied
Sciences Journal
23 (3): 354-359,
2013
ISSN 1818-4952
Service
Quality
(X1)
Price
(X2)
Customer
Satisfactio
n
(Y1)
Customer
Loyalty
(Y2)
Structural
Equation
Moing
Result of
this study
indicate that
the
customers
perceive the
quality of
services
provided by
the aviation
services
industry is
not in
accordance
with what
they expect.
In the sense
that there is
a gap
between
what they
feel. This
means that
the aviation
services
36
industry has
been
providing
quality
service to
the
customers
who do not
conform to
their
expectations
, so that
quality of
service is
not intended
to create
customer
satisfaction.
G. Conceptual Framework
According to Sugiyono (2009:89) defines that the conceptual
framework is a synthesis about relationship between variables which
compiled from a variety of theories that have been described, next
analyzed critically and systematically, so that creating the synthesis about
the relationship between variable that studied.
In this conceptual framework, there are three variable exogenous such
as Service Quality, Brand Image and Price. One variable endogenous is
Customer Satisfaction. The purpose of this research is to analyze the
influence of Service Quality, Brand Image and Price toward Customer
Satisfaction of Customer Satisfaction in case Hotel Bukit Indah Puncak,
Cianjur. Here for the picture of conceptual framework.
37
Figure 2.1
Conceptual Framework
H
Conclusion, Implication and
Recommendation
Ftest
Ttest
Hypothesis Test
Normality Test
Multicollienarity Test
Heterocedasticiy Test
Classical Assumption Test
Hotel Bukit Indah Puncak, Cianjur
Service Quality
(X1)
Price
(X3)
Brand Image
(X2)
Customer Satisfaction
(Y)
Data Quality Test
Validity Test
Reliability Test
Determinant Coefficient (Adjusted
R²)
Multiple Linear Regression
38
D. Hypothesis
According Malhotra (2009:78), hypothesis is an unproven statement
or proposition about factor or phenomenon that is interest to the
researcher. The hypothesis can also be stated as a possible answer to the
researcher question. A useful hypothesis is a predictable statement that
may include a prediction explanation.
According to Sugiyono (2009:93) hypothesis is a temporary answer to
the research formulation problems. The author has generated hypotheses
associated with the model. These hypotheses focus on the relationship
among Service Quality, Brand Image, Price and Customer Satisfaction.
The hypotheses are as follows:
1. The Relationship between Service Quality Towards
Customer Satisfaction
Ho1: There is no influence between Service Quality with
Customer Satisfaction
Ha1: There is influence between Service Quality with Customer
Satisfaction
2. The Relationship between Brand Image Towards
Customer Satisfaction
Ho2: There is no influence between Brand Image with
Customer Satisfaction
Ha2: There is influence between Brand Image with Customer
Satisfaction
39
3. The Relationship between Price Towards Customer
Satisfaction
Ho3: There is no influence between price with Customer
Satisfaction
Ha3: There is influence between price with Customer
Satisfaction
4. The Relationship between Service Quality, Brand Image,
Price Towards Customer Satisfaction
Ho4: There is no influence between Service Quality, Brand
Image and Price with Customer Satisfaction
Ha4: There is influence between Service Quality, Brand Image
and Price with Customer Satisfaction
40
CHAPTER III
RESEARCH METHODOLOGY
A. Scope of Research
This research was conducted to analyze Limitation of the study site
only visitor of Hotel Bukit Indah Puncak at Cipanas, Cianjur district, West
Java province. The research populations are consumer whoever visit and
using the service.
This research is done in order to analyze regarding how much
influence Service Quality (X1), Brand Image (X2), and Price (X3) toward
Customer Satisfaction (Y) as variables in the research. The object of this
research is obviously people whoever Hotel Bukit Indah Puncak. This
research will be done.
B. Method of Sampling
1. Population
Malhotra (2009:369) defines population as the aggregate of all
elements, sharing some common set of characteristics that comprises
the universe for the purpose of the marketing research problem.
Population is the generalization, which consists of object and subject of
a certain quantity and characteristics applied by researchers to learn and
then drawn the conclusion (Sugiyono, 2008:57). In this research the
population is defined as the visitor Hotel Bukit Indah Puncak that will
be used for research.
41
2. Sample
Sample is a part of population that is taken and analyzed to prove
characteristic of population owned by certain population. According to
Sugiyono (2007:57) A sample is a member of the selected population
using a specific procedure that is expected to represent its population.
Malhotra defined Sample is a subgroup of the elements of the
population selected for participation in the study Maholtra (2009:373).
Based on the theory of Roscoe (1975) in Uma Sekaran (2007)
guidelines on determining the sample size should be between 30-500
elements, If the sample is broken down further into sub-sample
(Male/Female, Elementary/junior/High school, etc.) must be a
minimum number of sub until 30, In the multivariate research (multiple
linear regressions) the sample size should be several times larger (10
times) than the number of variables to be analyzed.
Sampling based on the consideration that the respondents had
visited and also using the service of Hotel Bukit Indah. Sample will be
selected by the authors as a source of data required for this research is
visitor Hotel Bukit Indah Puncak who has age between 20-65 years old.
In the development of these study 100 questionnaires has been
distributed to Hotel Bukit Indah Puncak consumers.
C. Types and Collecting Data Method
Types of data used by the researcher in this research are primary and
secondary data
42
Primary data according to According to Cooper and Schindler
(2006:89), primary data is the data the researcher collects to address the
specific problem at hand the research question. In this research, primary
data used is distributing questionnaires to the respondents. Primary data
are original data collected by researchers to answer research specifically
(Istijanto, 2009:44).
Secondary data is the data that are indirectly obtained from the
research. According to Cooper and Schindler (2006:89), secondary data is
the result of studies done by others and for different purpose than the one
for which the data are being reviewed According to Istijanto (2009:38)
secondary data is the data that has been collected by others not by their
own researchers to other purpose. Secondary data in this research were
obtained from other parties relating to the issues, such as library research,
the researcher collecting the data and required information by
readingliterature, books, articles, scientific journals, data from the internet,
magazines and a thesis or a previous thesis.
1. Questionnaire (Primary Data)
Questioner is a formalized set of questions for obtaining
information for respondents. It has three specific objectives
(Malhotra,2009:330). In the primary data collection with
questionnaires, researcher used a closed-ended question which is the
form of a question with a range of alternative options or answers to the
respondent to know the characteristics of the respondents
43
(Malhotra,2009:124). To gauge the level of interest in the elements of
celebrity endorser, brand image, and purchase decision this research
using Likert scale.
Likert scale used to measure attitudes, opinions and the perception
of a person or group of people about social phenomena (Riduwan
2008:20). By using a Likert scale, the variables to be measured
translated into sub variables then translated again into sub variables
indicators that can be measured. Measurement scale used is the Likert
scale with the following criteria:
Table 3.1
Likert Scale Likert Scale Score
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
1
2
3
4
5
Source: Naresh K. Malhotra, marketing research an applied orientation,
Pearson;Prentice Hall, 2004, p. 256
Likert scale ordinal because the statement is said to have Strongly
Agree levels or preferences are "higher" than Agree, and Agree "higher
of Hesitates (Ghozali, 2012:47).
44
2. Literature Study (Secondary Data)
A secondary data collection technique is the study of literature,which
is studying how factors that affect consumer preferences for products in
various literature, including search data from Internet sites (electronic
library) and books relating to completed research data. Malhotra
(2009:124) defines secondary data is data that refer to external sources. In
the support the data obtained from books, journals, research reports,
theses, internet and other media information.
D. Data Analysis Method
1. Validity Test
Validity test used to measure invalid or not in a questionnaire. A
questionnaire as valid if the question or statement the questionnaire is
able to reveal something that will be measured by the questionnaire
(Ghozali, 2012:53). According Sugiyono (2009:172) that a valid means
the instrument can be used to measure what should be measured. Valid
indicates the degree of precision of the data is actually happening on the
object with the data that can be collected by the researcher Test the
validity of the analysis used in this study is to correlate item scores of
each item with the total score is the sum of each score point. If there are
items that do not qualify, then the item will not be investigated further.
The requirement according (Sugiyono, 2009) that must be met the
following criteria:
45
a. If r ≥ 0.30, then the question items of the questionnaire is valid
b. If r ≤ 0.30, then the question items of the questionnaire is not valid
2. Reliability Test
Reliability test is a tool to measure a questionnaire that an indicator
of the variables or constructs. Reliability is the extend to which a scale
produces consistent results if repeated measurements are made on the
last Malholtra (2003:267). The value of variable reliability
demonstrated by the Cronbach Alpha coefficient. A variable is said to
be the Alpha Cronbach coefficient of Reliability when > 0.60, when the
variable is said to be 0.60< not reliability Malholtra (2003: 268). The
questionnaire can be said to be reliable if the value of alpha
cronbachgreater than 0.6 which is in this reliability test is using SPSS
program computer.
3. Classical Assumption Test
a. Normality Test
Normality test aims to test whether the regression model, or
residual confounding variable has a normdistribution (Ghozali,
2012:160).The data is good and decent in the study is that having
normal distribution. Normality of the data can be viewed in several
ways, among which to look normal curve probability plot. Normality
can be detected by looking at the spread of the data (dots) on the
diagonal axis of the graph. If the data (dots) spread around the
diagonal line and follow direction of the diagonal line, then showed
46
a normal distribution pattern that indicates that the regression model
to meet the assumption of normality. If Data (points) spread away
from the diagonal line, then it does not show normal distribution
pattern which indicates that the regression model does not meet the
assumption of normality.
b. Multicollinearity Test
According Ghozali (2012:105), aims to test multicollinearity test
whether the regression model found a correlation between
variablesfree (independent). Good regression models should not
happen correlation between the independent variables. If each
independent variable correlated, then these variables are not
orthogonal. Orthogonal variables is there any independent variables
that have a correlation value between the members independent
variable equals zero.
According Imam Ghozali (2005:91), cutoff value that is
commonly used to show the multicoloniarity tolerance value is <
0.10 or equals to value VIF > 10.
For example:
Service quality : (Tolerance 0.359) (VIF 2.786)
Brand Image : (Tolerance 0.268) (VIF 3.730)
Price : (Tolerance 0.304) (VIF 3.290)
From the data above it can be concluded that multicoloniarity does
not happen
47
c. Heterocedastity Test
According Ghozali (2012:139), the test aims to test
heterocedastity whether the regression model of residual inequality
occurs one another observation. If the variance residuals of the
observation to other observations remain, then called homoscedastity
and if different called heterocedastity. Regression model is a good
homoscedastity or not happen heterocedastity. Most of the data
crossection containing heterocedastity situation because this data
collect represents data a variety of sizes (small, medium and large).
One way to detect the presence or absence of heteroscedasticity is to
look at the graph plots the predicted dependent variable value
(dependent) is ZPRED with residual SRESID. Detection of the
presence or absence heteroskedasticity can be done by looking at
whether or not the pattern particular on the scatterplot chart where
the axis SRESID and ZPRED is the Y that has been predicted and X
axis is the residual (Y predicted – Y actually) who has in-
studentized.With your analysis if there is a pattern some, such as the
existing dots form a pattern of regular (wavy, widened then
narrowed), it indicates heteroscedasticity has occurred and if there is
no clear pattern, as well as points spread above and below the 0 on
the Y axis, then noheteroscedasticity occurs.
48
4. Multiple Regression Analysis
Multiple regression analysis is a tool to predict the value of the
influence two or more independent variables on the dependent variable.
Which aims to prove the existence of a functional relationship or causal
relationship between two or more independent variables (Nugroho,
2005:43).
Multiple linear regression formula:
Y= a + b1X1 + b2X2 + b3X3
Where :
Y = Repurchase Intention
a = Constant/ intercept (Y if X = 0)
b1...b3 = Coefficient regression
X1 = Independent Variable (Promotion)
X2 = Independent Variable (Product Quality)
X3 = Independent Variable (After Sales Service)
a. Coefficient of DeterminationTest (R2)
Coefficient of determination (R2) is basically used to measure
regarding how far the ability of model can define variance of
dependent variabel. The value of coefficient of determination is
between zero and one. The small value of R2 means the ability of
independent variables in explaining the variance of dependent
variable is highly limited. The value that is close to one means the
independent variables give almost all information that will be needed
49
for predicting the variance of dependent variable. The weakness of
using the coefficient of determination is bias towards the sum of
independent variables that has been put into the model. Every
additional one of independent variables, then R2 absolutely increases
no matter whether that variable significantly influences towards
dependent variable. Therefore, many researchers suggest to use the
value of Adjusted R2 in evaluating which regression models that will
be the best. Adjusted R2 is completely different with R
2 in terms of
measuring this model because it can increase or decrease if one
independent variable is added into the model (Ghozali, 2006: 83).
5. Theoritical Hypothesis
a. Calculate the t test (Partial Test)
This test method is used to test the partial coefficient of the
independent variable to the variable bound by the hypothesis put
forward. t test basically shows how much influence a single
dependent variable. The probability is smaller than 0.05, then the
result means that there is significant independent variables
individually influence on the dependent variable (Ghozali, 2006:84).
Baroroh (2012: 4) has also explained that if the value of t count is
bigger than t table, or the value of probability count is less than α (α
= 5%) and It means the rejection towards Ho will happen. While in
the other sides, if the value of t count is smaller than t table, or the
value of probability count is higher than α (α = 5%) and it depicts the
50
independent variables do not have influence towards dependent
variable.
b. Calculate the F test (Simultaneously Test)
The F-test aims to find out the effect of the independent
variables on the dependent variable simultaneously. The result of F-
test on SPSS can be seen in table of ANOVA. To find out the
independent variables are simultaneously influence to the dependent
variable. It is done by comparing probability value in column Sigs
with use the level of significance of 0.05 (Ghozali, 2011:98)
According to Singgih Santoso (2010:120) decision making basis are:
1) If probability value bigger than 0.05, H0 accepted or Ha rejected,
it means that all independent variables do not have influence to
dependent variable
2) If probability value less than 0.05, H0 rejected or Ha accepted, it
means that all independent variables have influence to
dependent variable.
51
E. Variable Operational Research
The research variables are the things that shape any set by researchers
to be studied in order to obtain information about it, then drawn
conclusions (Sugiyono, 2007:59).
The variables in this research are:
Table 3.2
Variable Operational Research
NO Variable Sub Variable Indicator Scale
1. Service
Quality (X1)
Tangibles Cleanliness of the
physical facilities
Neatness of employee
performance
Likert
Lovelock
and Wright
Reliability Give the service
accurately
(2007:407) Responsiveness Provide prompt service
Willingness to help
consumers
Assurance The politeness of
employee
Empathy Understand the
customerneeds
52
NO Variable Sub Variable Indicator Scale
2. Brand Image
Keller
(2013:77)
Strengthens Product information
connects with the
existing brand
knowledge
Likert
Favorability Comfort
Reliable products
Messages can be
delivered by a product
Marketing
communications
programs that support
Easily remembered
Uniqueness Product attributes
Product functionality
Image enjoyed
53
NO Variable Sub Variable Incicator Scale
3. Price
Stanton in
Rosvita
(2010:24)
Affordability
prices
Prices are based on
consumers purchasing
ability
Likert
Complain with
quality products
prices
Prices are based on
quality obtained by
consumers
Price
competitiveness
Prices given by other
manufacture and
compete in the same
product
Compliance with
price benefits
Prices are based on the
benefits obtained
consumer
54
NO Variable Sub Variable Incicator Scale
4. Customer
Satisfaction
Rangkuti
(2003:30)
Customer
Response
Keep loyal for a long
time.
Buy more when
company introduce
new product and renew
existing product.
Talk a good thing about
the company product.
Give a little attention to
brand and advertising
competitor.
Offering the service or
product ideas to
company.
Likert
Customer
perception
Customer feels satisfied
with process and
services provided.
Customers feel safe &
comfortable when have
a deal to company.
55
Give an advice to
customer complaint
either through the
suggestion box or e-
mail.
Customer value Accept customer
complaint.
Responses customer
complaint.
Have many types of
services.
Give good information
to customer.
56
CHAPTER IV
FINDING AND ANALYSIS
A. General Description of Research Object
Hotel Bukit Indah (HBI) is a 4-star hotel in the area of tourism are the highlight.
Administratively Hotel Bukit Indah entered into the district of Cianjur, precisely
located in the village of Ciloto, District Cipanas. With an area of ± 891 000 ha and
is also one of the areas located at the foot of Mount Gede and Mount Pangrango,
Village Ciloto located at an altitude ± 1110-1680 masl so by geographic location
like this village Ciloto be one tourist destination (Development Village Ciloto
year 2014-2020). This strongly supports the Bukit Indah become one of the
favorite place to visit in the area of the peak, because of its administrative, located
right in between Bogor and Cianjur.
Hotel built in 1973 by Mr. Zbigniew Bleszynski offers several room categories to
choose from, the facilities provided including swimming pool, Children's
playground, tennis and volley ball courts, and a lobby lounge. The hotel has 6
types of rooms that have been laid out by the landscape outside the room cool,
Standard Room, Business Room, Deluxe Room, Junior Suite, Suite and Family
Suite.
B. Result and Discussion
1. Validity and Reliability Tests
a. Validity test
In order to get the primary data for this research, the author spread out the
questionnaires to visitor Hotel Bukit Indah Puncak who has age between 18-65
57
years old. Before the author spread out questionnaires to the people, firstly the
author did tryout toward those statements. The purpose of doing tryout was to
know either how many statements that will be valid or invalid. After tryout was
done, the author directly spread out the questionnaires that had been valid. The
researcher did tryout by spreading 30 questionnaires consisted 34 statements and
using ordinal scale.
According to Priyatno (2013: 19) validity of the research can be seen by doing
direct assessment towards coefficient of correlation and it can be done by using
minimum amount of correlation is 0,30. All items that reach the minimum
coefficient of correlation (0,30) is assumed satisfying. The score of correlation
can be seen in the Corrected Item-Total Correlation and the minimum amount to
be identified as valid question is 0,30. According to the result of tryout, it showed
that 34 statements were declared valid and it can be used to continue the research.
The following is the tryout result of validity test
58
Table 4.1
The Tryout Result of Validity Test
No. Indicators Corrected
Item- Total Correlation Explanation
1 SQ1 0,839 Valid
2 SQ2 0,828 Valid
3 SQ3 0,776 Valid
4 SQ4 0,523 Valid
5 SQ5 0,776 Valid
6 SQ6 0,853 Valid
7 SQ7 0,757 Valid
8 BI1 0,866 Valid
9 BI2 0,584 Valid
10 BI3 0,717 Valid
11 BI4 0,635 Valid
12 BI5 0,814 Valid
13 BI6 0,704 Valid
14 BI7 0,636 Valid
15 BI8 0,701 Valid
16 BI9 0,774 Valid
17 P1 0,626 Valid
18 P2 0,699 Valid
19 P3 0,758 Valid
20 P4 0,822 Valid
21 P5 0,756 Valid
22 CS1 0,736 Valid
23 CS2 0,850 Valid
24 CS3 0,643 Valid
25 CS4 0584 Valid
26 CS5 0,631 Valid
27 CS6 0,736 Valid
28 CS7 0,850 Valid
29 CS8 0,643 Valid
30 CS9 0,584 Valid
31 CS10 0,631 Valid
32 CS11 0,736 Valid
33 CS12 0,850 Valid
34 CS13 0,643 Valid Source: Primary Data Processed
59
b. Reliability Test
Reliability test shows how far a measurement can give the results that are not
different even if the re-measurement is done towards the same object. Tryout of
reliability test uses Cronbach Alpha (α) statistical test through SPSS calculation.
The tryout result of each variable on the reliability test can be seen from several
tables below, as follows:
Table 4.2
The Result of Tryout for Reliability
No. Variable Description Cronbach
Alpha Explanation
1 Service Quality 0,787 Reliable
2 Brand Image 0,772 Reliable
3 Price 0,747 Reliable
4 Customer Satisfaction 0,766 Reliable
Source: Primary Data Output from SPSS
From the table above, it can be seen that the result from all variable of service
quality, brand image, price, and customer satisfaction are reliable because the
score of Cronbach alpha is > 0.60. According to Nunnally in Priyatno (2013: 30) a
variable is said to provide reliable if the Cronbach alpha values > 0.60. It means
design of the questionnaires in this research can be said as reliable.
60
2. Characteristic of Respondent
Sample of this research was people who had visited and also using the service of
Hotel Bukit Indah. The characteristics of respondents in this research based on the
questionnaires that were distributed to 100 people can be depicted as follows:
a. Age of Respondents
Table 4.3
Age of Respondents
Age Frequency Percentage
<25 Years Old 12 12%
25-30 Years Old 26 26%
>30 Years Old 62 62%
Total 100 100% Source : Primary Data 2018
Table 4.3 shows the percentage of respondents at age less than 25 years old there
are 12 respondents or 12%, there are 26 respondents or 26% at the age of 25-30,
and 62 respondents or 62% at the age of more than 30 years.
b. Gender of Respondents
Table 4.4
Gender of Respondents
Gender Frequency Percentage
Men 73 73%
Women 27 27%
Total 100 100% Source : Primary Data 2018
Based on the table 4.4 above, it shows that number of men respondents is
greater than women respondents and it can be known by seeing the data above.
61
The table shows 27 respondents come from women and the rest is 73 respondents
come from men.
3. Descriptive Analysis
We have seen the characteristics of respondents and the author wants to
analyze the answers of questionnaires that have been spread out to 100
respondents who had visited and also using the service of Hotel Bukit Indah. The
analysis encompasses every statement of the questionnaires which becomes the
indicator of variables that is researched, as follows:
a. Service quality
Table 4.5
Hotel Bukit Indah has a clean environment
Grading Frequency Percentage
Strongly Disagree 0 0
Disagree 0 0
Doubtful 7 7
Agree 51 51
Strongly Agree 42 42
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.5 above depicts that 0 respondent (0%) strongly disagree, 0
respondents (0%) disagree, 7 respondents (7%) declare doubtful, 51 respondents
(51%) agree, and 42 respondents (42%) strongly agree. So we can conclude the
majority respondents agree that Hotel Bukit Indah has a clean environment. The
data is in harmony with the circumstances that researchers encountered during a
visit to Hotel Buki Indah.
62
Table 4.6
Employees at Hotel Bukit Indah uphold the tidiness
Grading Frequency Percentage
Strongly Disagree 2 2
Disagree 0 0
Doubtful 7 7
Agree 51 51
Strongly Agree 40 40
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.6 above depicts that 2 respondent (2%) strongly disagree, 0
respondents (0%) disagree, 7 respondents (7%) declare doubtful, 51 respondents
(51%) agree, and 40 respondents (40%) strongly agree. So we can conclude the
majority respondents agree that Employees at Hotel Bukit Indah uphold the
tidiness. This is reflected from the standard hotel that regulate the appearance of
hotel employees who must use the uniform neatly.
Table 4.7
Hotel Bukit Indah provides accurate ordering services
Grading Frequency Percentage
Strongly Disagree 1 1
Disagree 0 0
Doubtful 6 6
Agree 51 51
Strongly Agree 42 42
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.7 above depicts that 1 respondent (1%) strongly disagree, 0
respondents (0%) disagree, 6 respondents (6%) declare doubtful, 51 respondents
(51%) agree, and 42 respondents (42%) strongly agree. So we can conclude the
63
majority respondents agree that Hotel Bukit Indah provides accurate ordering
services.
Table 4.8
Hotel Bukit Indah provides fast service
Grading Frequency Percentage
Strongly Disagree 1 1
Disagree 1 1
Doubtful 15 15
Agree 52 52
Strongly Agree 31 31
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.8 above depicts that 1 respondent (1%) strongly disagree, 1
respondents (1%) disagree, 15 respondents (15%) declare doubtful, 52
respondents (52%) agree, and 31 respondents (31%) strongly agree. So we can
conclude the majority respondents agree that Hotel Bukit Indah provides fast
service. The prompt service from Indah Hill Hotel is due to Hotel Bukit Indah has
24-hour service for hotel guests.
Table 4.9
Employees at Hotel Bukit Indah have the attitude to help hotel visitors
Grading Frequency Percentage
Strongly Disagree 0 0
Disagree 12 12
Doubtful 8 8
Agree 50 50
Strongly Agree 30 30
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.9 above depicts that 0 respondent (0%) strongly disagree, 12
respondents (12%) disagree, 8 respondents (8%) declare doubtful, 50 respondents
64
(50%) agree, and 30 respondents (30%) strongly agree. So we can conclude the
majority respondents agree that Employees at Hotel Bukit Indah have the attitude
to help hotel visitors. This data is reflected from the attitude of hotel employees
who are ready to help meet the needs of hotel visitors with senag heart.
Table 4.10
The employees at Hotel Bukit Indah have a courteous attitude
Grading Frequency Percentage
Strongly Disagree 0 0
Disagree 1 1
Doubtful 9 9
Agree 50 50
Strongly Agree 40 40
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.10 above depicts that 0 respondent (0%) strongly disagree, 0
respondents (0%) disagree, 9 respondents (9%) declare doubtful, 50 respondents
(50%) agree, and 40 respondents (40%) strongly agree. So we can conclude the
majority respondents agree that The employees at Hotel Bukit Indah have a
courteous attitude. The data is reflected from the attitude of hotel employees who
always smile and rama against the hotel pengung.
Table 4.11
Hotel Bukit Indah understands the needs of hotel visitors
Grading Frequency Percentage
Strongly Disagree 0 0
Disagree 0 0
Doubtful 6 6
Agree 59 59
Strongly Agree 35 35
Total 100 100% Sources: Primary Data Output from SPSS
65
Table 4.11 above depicts that 0 respondent (0%) strongly disagree, 0
respondents (0%) disagree, 6 respondents (6%) declare doubtful, 59 respondents
(59%) agree, and 35 respondents (35%) strongly agree. So we can conclude the
majority respondents agree that Hotel Bukit Indah understands the needs of hotel
visitors. Not only d fast service, Hotel Bukit Indah is providing very complete
service too.
b. Brand Image
Table 4.12
Hotel Bukit Indah is a highly rated cottage service provider
Grading Frequency Percentage
Strongly Disagree 0 0
Disagree 12 12
Doubtful 7 7
Agree 6 6
Strongly Agree 75 75
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.12 above depicts that 0 respondent (0%) strongly disagree, 12
respondents (12%) disagree, 7 respondents (7%) declare doubtful, 6 respondents
(6%) agree, and 75 respondents (75%) strongly agree. So we can conclude the
majority respondents agree that Hotel Bukit Indah is a highly rated cottage service
provider. This is reflected from the predicate of Hotel Bukit Indah as a 4 star
hotel, then the standard provided by the hotel will be different from other
competitor.
66
Table 4.13
Hotel Bukit Indah is convenient to use
Grading Frequency Percentage
Strongly Disagree 3 3
Disagree 15 15
Doubtful 4 4
Agree 9 9
Strongly Agree 69 69
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.13 above depicts that 3 respondent (3%) strongly disagree, 15
respondents (15%) disagree, 4 respondents (4%) declare doubtful, 9 respondents
(9%) agree, and 69 respondents (69%) strongly agree. So we can conclude the
majority respondents agree that Hotel Bukit Indah is convenient to use. This is
supported by the presence of facilities such as swimming pools and playground
for children, thus adding comfort to hotel visitors.
Table 4.14
Hotel Bukit Indah is a reliable accommodation service
Grading Frequency Percentage
Strongly Disagree 3 3
Disagree 29 29
Doubtful 12 12
Agree 15 15
Strongly Agree 41 41
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.14 above depicts that 3 respondent (3%) strongly disagree, 29
respondents (29%) disagree, 12 respondents (12%) declare doubtful, 15
respondents (15%) agree, and 41 respondents (41%) strongly agree. So we can
67
conclude the majority respondents agree that Hotel Bukit Indah is a reliable
accommodation service. Hotel Bukit Indah clearly we can classify as a reliable
hotel in Puncak area, because this hotel can survive since 1973 and also includes
the oldest hotel in Puncak.
Table 4.15
The products of Hotel Bukit Indah give a positive impression to the
consumers
Grading Frequency Percentage
Strongly Disagree 12 12
Disagree 3 3
Doubtful 9 9
Agree 30 30
Strongly Agree 46 46
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.15 above depicts that 12 respondent (12%) strongly disagree, 3
respondents (3%) disagree, 9 respondents (9%) declare doubtful, 30 respondents
(30%) agree, and 46 respondents (46%) strongly agree. So we can conclude the
majority respondents agree that The products of Hotel Bukit Indah give a positive
impression to the consumers. Besides supported by the mountain scenery in
Puncak area, the service from the friendly employees also become the thing that
support Hotel Bukit Indah to give positive impression to the consumer.
68
Table 4.16
The marketing communication program of Hotel Bukit Indah is well done
Grading Frequency Percentage
Strongly Disagree 0 0
Disagree 15 15
Doubtful 3 3
Agree 15 15
Strongly Agree 67 67
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.16 above depicts that 0 respondent (0%) strongly disagree, 15
respondents (15%) disagree, 3 respondents (3%) declare doubtful, 15 respondents
(15%) agree, and 67 respondents (67%) strongly agree. So we can conclude the
majority respondents agree that The products of Hotel Bukit Indah give a positive
impression to the consumers.
Table 4.17
The Bukit Indah Hotel brand is memorable
Grading Frequency Percentage
Strongly Disagree 11 11
Disagree 12 12
Doubtful 3 3
Agree 32 32
Strongly Agree 42 42
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.17 above depicts that 11 respondent (11%) strongly disagree, 12
respondents (12%) disagree, 3 respondents (3%) declare doubtful, 32 respondents
(32%) agree, and 42 respondents (42%) strongly agree. So we can conclude the
majority respondents agree that The Bukit Indah Hotel brand is memorable. The
69
name of Hotel Bukit Indah is easy to remember because it is located in the peak
area that is identical with the hills.
Table 4.18
Hotel Bukit Indah has a unique look
Grading Frequency Percentage
Strongly Disagree 0 0
Disagree 28 28
Doubtful 7 7
Agree 2 2
Strongly Agree 63 63
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.18 above depicts that 0 respondent (0%) strongly disagree, 28
respondents (28%) disagree, 7 respondents (7%) declare doubtful, 2 respondents
(2%) agree, and 63 respondents (63%) strongly agree. So we can conclude the
majority respondents agree that Hotel Bukit Indah has a unique look. As a hotel
that has stood since almost half a century ago, must make Hotel Bukit Indah has a
unique and unique banguana view.
Table 4.19
Hotel Bukit Indah provides efficient hotel and restaurant services
Grading Frequency Percentage
Strongly Disagree 0 0
Disagree 29 29
Doubtful 9 9
Agree 6 6
Strongly Agree 56 56
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.19 above depicts that 0 respondent (0%) strongly disagree, 29
respondents (29%) disagree, 9 respondents (9%) declare doubtful, 6 respondents
70
(6%) agree, and 56 respondents (56%) strongly agree. So we can conclude the
majority respondents agree that Hotel Bukit Indah provides efficient hotel and
restaurant services. In addition to providing lodging in this hotel there is also a
restaurant provided for visitors of Hotel Bukit Indah
Table 4.20
Hotel Bukit Indah has a good image in consumers mind
Grading Frequency Percentage
Strongly Disagree 12 12
Disagree 3 3
Doubtful 9 9
Agree 51 51
Strongly Agree 25 25
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.20 above depicts that 12 respondents (12%) strongly disagree, 3
respondents (3%) disagree, 9 respondents (90%) declare doubtful, 51 respondents
(51%) agree, and 25 respondents (25%) strongly agree. So we can conclude the
majority respondents agree that Hotel Bukit Indah has a good image in the eyes of
consumers.
c. Price
Table 4.21
The price of Hotel Bukit Indah products is affordable
Grading Frequency Percentage
Strongly Disagree 0 0
Disagree 0 0
Doubtful 15 15
Agree 55 55
Strongly Agree 30 30
Total 100 100% Sources: Primary Data Output from SPSS
71
Table 4.21 above depicts that 0 respondent (0%) strongly disagree, 0
respondents (0%) disagree, 15 respondents (15%) declare doubtful, 55
respondents (55%) agree, and 30 respondents (30%) strongly agree. So we can
conclude the majority respondents agree that The price of Hotel Bukit Indah
products is affordable. Although Hotel Bukit Indah is a 4-star hotel, but the range
of prices it offers is quite affordable compared with the hotel class.
Table 4.22
The price of Hotel Bukit Indah product is in accordance with the desired
result
Grading Frequency Percentage
Strongly Disagree 0 0
Disagree 4 4
Doubtful 20 20
Agree 46 46
Strongly Agree 30 30
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.22 above depicts that 0 respondent (0%) strongly disagree, 4
respondents (4%) disagree, 20 respondents (20%) declare doubtful, 46
respondents (46%) agree, and 30 respondents (30%) strongly agree. So we can
conclude the majority respondents agree that The price of Hotel Bukit Indah
product is in accordance with the desired result.
72
Table 4.23
The price of Bukit Indah Hotel products is cheaper than other lodging
service providers
Grading Frequency Percentage
Strongly Disagree 5 5
Disagree 1 1
Doubtful 12 12
Agree 52 52
Strongly Agree 30 30
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.23 above depicts that 5 respondent (5%) strongly disagree, 1
respondents (1%) disagree, 12 respondents (12%) declare doubtful, 52
respondents (52%) agree, and 30 respondents (30%) strongly agree. So we can
conclude the majority respondents agree that The price of Bukit Indah Hotel
products is cheaper than other lodging service providers. When compared to the
other hotel, Hotel Bukit Indah calculated as a hotel that give cheap price.
Table 4.24
The product price of Hotel Bukit Indah can compete with other lodging
service providers
Grading Frequency Percentage
Strongly Disagree 0 0
Disagree 12 12
Doubtful 8 8
Agree 50 50
Strongly Agree 30 30
Total 100 100% Sources: Primary Data Output from SPSS
73
Table 4.24 above depicts that 0 respondent (0%) strongly disagree, 12
respondents (12%) disagree, 8 respondents (8%) declare doubtful, 50 respondents
(50%) agree, and 30 respondents (30%) strongly agree. So we can conclude the
majority respondents agree that The product price of Hotel Bukit Indah can
compete with other lodging service providers.
Table 4.25
The price of Bukit Indah Hotel products is in line with the perceived benefits
Grading Frequency Percentage
Strongly Disagree 0 0
Disagree 12 12
Doubtful 9 9
Agree 49 49
Strongly Agree 30 30
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.25 above depicts that 0 respondent (0%) strongly disagree, 12
respondents (12%) disagree, 9 respondents (9%) declare doubtful, 49 respondents
(49%) agree, and 30 respondents (30%) strongly agree. So we can conclude the
majority respondents agree that The price of Bukit Indah Hotel products is in line
with the perceived benefits. The services provided by Hotel Bukit Indah are very
suitable or even satisfactory, because we can accept a 4-star class service at an
affordable price.
74
d. Consumer Satisfaction
. Table 4.26
Hotel Bukit Indah receives customer complaints well
Grading Frequency Percentage
Strongly Disagree 0 0
Disagree 1 1
Doubtful 7 7
Agree 50 50
Strongly Agree 42 42
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.26 above depicts that 0 respondent (0%) strongly disagree, 1
respondents (1%) disagree, 7 respondents (7%) declare doubtful, 50 respondents
(50%) agree, and 42 respondents (42%) strongly agree. So we can conclude the
majority respondents agree that Hotel Bukit Indah receives customer complaints
well.
Table 4.27
Hotel Bukit Indah responds to customer complaints well
Grading Frequency Percentage
Strongly Disagree 1 1
Disagree 0 0
Doubtful 9 9
Agree 51 51
Strongly Agree 40 40
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.27 above depicts that 1 respondent (1%) strongly disagree, 0
respondents (0%) disagree, 9 respondents (9%) declare doubtful, 51 respondents
(51%) agree, and 40 respondents (40%) strongly agree. So we can conclude the
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majority respondents agree that Hotel Bukit Indah responds to customer
complaints well.
Table 4.28
Hotel Bukit Indah has a variety of services with high quality
Grading Frequency Percentage
Strongly Disagree 2 2
Disagree 1 1
Doubtful 3 3
Agree 59 59
Strongly Agree 35 35
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.28 above depicts that 2 respondent (2%) strongly disagree, 1
respondents (1%) disagree, 3 respondents (3%) declare doubtful, 55 respondents
(55%) agree, and 35 respondents (35%) strongly agree. So we can conclude the
majority respondents agree that Hotel Bukit Indah has a variety of services with
high quality.
Table 4.29
Hotel Bukit Indah provides good information to customers
Grading Frequency Percentage
Strongly Disagree 1 1
Disagree 3 3
Doubtful 5 5
Agree 46 46
Strongly Agree 45 45
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.29 above depicts that 1 respondent (1%) strongly disagree, 3
respondents (3%) disagree, 5 respondents (5%) declare doubtful, 46 respondents
(46%) agree, and 45 respondents (45%) strongly agree. So we can conclude the
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majority respondents agree that Hotel Bukit Indah provides good information to
customers.
Table 4.30
Hotel Bukit Indah has good quality so as to create loyalty from consumers
Grading Frequency Percentage
Strongly Disagree 2 2
Disagree 1 1
Doubtful 9 9
Agree 60 60
Strongly Agree 28 28
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.30 above depicts that 2 respondent (2%) strongly disagree, 1
respondents (1%) disagree, 9 respondents (9%) declare doubtful, 60 respondents
(60%) agree, and 28 respondents (28%) strongly agree. So we can conclude the
majority respondents agree that Hotel Bukit Indah has good quality so as to create
loyalty from consumers.
Table 4.31
Hotel Bukit Indah always releases its newest products well so that consumers
can buy / use more products / services
Grading Frequency Percentage
Strongly Disagree 2 2
Disagree 0 0
Doubtful 5 5
Agree 51 51
Strongly Agree 42 42
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.31 above depicts that 2 respondent (2%) strongly disagree, 0
respondents (0%) disagree, 5 respondents (5%) declare doubtful, 51 respondents
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(51%) agree, and 42 respondents (42%) strongly agree. So we can conclude the
majority respondents agree that Hotel Bukit Indah always releases its newest
products well so that consumers can buy / use more products / services.
Table 4.32
The services provided by Hotel Bukit Indah create a good word of mouth
Grading Frequency Percentage
Strongly Disagree 1 1
Disagree 3 3
Doubtful 6 6
Agree 51 51
Strongly Agree 40 40
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.32 above depicts that 1 respondent (1%) strongly disagree, 3
respondents (3%) disagree, 6 respondents (6%) declare doubtful, 51 respondents
(51%) agree, and 40 respondents (40%) strongly agree. So we can conclude the
majority respondents agree that The services provided by Hotel Bukit Indah create
a good word of mouth.
Table 4.33
The services provided from Hotel Bukit Indah make consumers ignore the
brand and the advertisement of its competitors
Grading Frequency Percentage
Strongly Disagree 1 1
Disagree 2 2
Doubtful 3 3
Agree 59 59
Strongly Agree 35 35
Total 100 100% Sources: Primary Data Output from SPSS
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Table 4.33 above depicts that 1 respondent (1%) strongly disagree, 2
respondents (2%) disagree, 3 respondents (3%) declare doubtful, 59 respondents
(59%) agree, and 35 respondents (35%) strongly agree. So we can conclude the
majority respondents agree that The services provided from Hotel Bukit Indah
make consumers ignore the brand and the advertisement of its competitors.
Table 4.34
Hotel Bukit Indah is able to provide space for consumers in giving a good
opinion
Grading Frequency Percentage
Strongly Disagree 3 3
Disagree 0 0
Doubtful 6 6
Agree 46 46
Strongly Agree 45 45
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.34 above depicts that 3 respondent (3%) strongly disagree, 0
respondents (0%) disagree, 6 respondents (6%) declare doubtful, 46 respondents
(46%) agree, and 45 respondents (45%) strongly agree. So we can conclude the
majority respondents agree that Hotel Bukit Indah is able to provide space for
consumers in giving a good opinion.
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Table 4.35
The process and service provided by Hotel Bukit Indah is satisfactory
Grading Frequency Percentage
Strongly Disagree 0 0
Disagree 0 0
Doubtful 12 12
Agree 60 60
Strongly Agree 28 28
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.35 above depicts that 0 respondent (0%) strongly disagree, 0
respondents (0%) disagree, 12 respondents (12%) declare doubtful, 60
respondents (60%) agree, and 28 respondents (28%) strongly agree. So we can
conclude the majority respondents agree that The process and service provided by
Hotel Bukit Indah is satisfactory.
Table 4.36
Consumers feel safe when staying at Hotel Bukit Indah
Grading Frequency Percentage
Strongly Disagree 2 2
Disagree 2 2
Doubtful 3 3
Agree 51 51
Strongly Agree 42 42
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.36 above depicts that 2 respondents (2%) strongly disagree, 2
respondents (2%) disagree, 3 respondents (3%) declare doubtful, 45 respondents
(45%) agree, and 44 respondents (44%) strongly agree. So we can conclude the
majority respondents agree that Consumers feel safe when staying at Hotel Bukit
Indah.
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Table 4.37
Consumers feel comfortable when staying at Hotel Bukit Indah
Grading Frequency Percentage
Strongly Disagree 2 2
Disagree 0 0
Doubtful 7 7
Agree 51 51
Strongly Agree 40 40
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.37 above depicts that 2 respondents (2%) strongly disagree, 0
respondents (0%) disagree, 9 respondents (9%) declare doubtful, 50 respondents
(50%) agree, and 39 respondents (39%) strongly agree. So we can conclude the
majority respondents agree that Consumers feel comfortable when staying at
Hotel Bukit Indah.
Table 4.38
The suggestion box provided by Hotel Bukit Indah for customer suggestions
and complaints goes well and satisfactorily
Grading Frequency Percentage
Strongly Disagree 0 0
Disagree 0 0
Doubtful 6 6
Agree 59 59
Strongly Agree 35 35
Total 100 100% Sources: Primary Data Output from SPSS
Table 4.38 above depicts that 0 respondents (0%) strongly disagree, 0
respondents (0%) disagree, 6 respondents (6%) declare doubtful, 59 respondents
(59%) agree, and 35 respondents (35%) strongly agree. So we can conclude the
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majority respondents agree that The suggestion box provided by Hotel Bukit
Indah for customer suggestions and complaints goes well and satisfactorily.
4. Classic Assumption Test
a. Normality Test
Figure 4.1
Normality Test Result
Source: Primary Data Output from SPSS
Normality data test aims to know the distribution of data in the variables that use
in the research. A good data used in the research is data, which has a normal
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distribution. Normality data can be seen from various ways, which is by looking
at the normal curve of Q-Q plot. A normal variable is when the diagram of
distribution with the dots spread around the diagonal line, and the spreading of
dots data is one same along diagonal line, it can be said that the data has a normal
distribution.
Based on above figure this research has done normality data distribution test. The
result acquired from SPSS 21 statistic software. From the P-P Plots diagram
above, it can be seen that the plots are distributed along the diagonal line. Thus, it
can be concluded that the data used in this research has a normal distribution.
83
b. Heterocedasticity Test
Table 4.2
Heterocedasticity Test Result
Source: Primary Data Output from SPSS
According Imam Ghozali (2005:105) multiple linear regression free of
heterocedasticity as follows:
1) There is no clear pattern
2) Point spread above and below zero on the Y axis Heteroscesdasticity test
is aimed to examine whether in the model occur any residual variance in
certain monitoring period to other monitoring period. If the characteristic
is fulfilled, it means that the factors of intruder variation toward the data
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have the characteristic of heteroscedasticity. A good model is
homocesdastisity, not heteroscedasticity.
From the Scatter plot diagram in figure 4.2 above, it can be seen that the dots are
spread biased. This shows that Thus, it can be concluded that this data are free
from heteroscedasticity problem.
c. Multicolinearity Test
Table 4.39
Multicolinearity Statistics
Model Collinearity Statistics
Tolerance VIF
(Constant)
Service Quality 0,913 1,095
Brand Image 0,945 1,058
Price 0,872 1,147
Source: Primary Data Output from SPS
According Imam Ghozali (2005:91), cutoff value that is commonly used to show
the multicoloniarity tolerance value is < 0.10 or equals to value VIF > 10.
Service Quality : (Tolerance 0.913) (VIF 1.095)
Brand Image : (Tolerance 0.945) (VIF 1.058)
Price : (Tolerance 0.872) (VIF 1.147)
The analysis of the data tolerance value shows there is no independent
variable, which has a tolerance value less than 0.10 that means there is no
correlation among independent variables that value more than 95 percent. On the
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other hand VIF shows similar things that there is no independent variable that has
a VIF value more than 10, thus, it can be concluded that there is no
multicolinearity among independent variables in regression model and feasible to
use.
5. Hypothesis Test
After doing normality test, multicollinearity test, and heteroscedasticity test. Thus,
the regression model is deserved to be used for testing the hypothesis among the
variables.
a. t-Test (Partial Test)
This test is used to know whether independent variables partially influence
towards dependent variable, or not, by assuming other independent variables are
constant (Levine, 2011: 326).
Table 4.40
The Result of t-Test
Coefficientsa
Model Unstandardized Coefficients Standardized Coefficients t Sig.
B Std. Error Beta
1
(Constant) 22,748 3,050 7,460 ,000
Service qualiry 1,853 ,097 ,874 19,171 ,000
Brand image ,077 ,029 ,117 -2,619 ,010
Price ,947 ,087 ,506 -10,853 ,000
a. Dependent Variable: VAR00004
Source: Primary Data Output from SPSS
Partial test or t test aims to determine how big the influence of each independent
variable (X) individually partially toward dependent variable (Y). This research
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used two tailed test can be seen in table 4.38. Hypothesis can be accepted if
signification < 0.05, the results of data processing using SPSS 21 are as follows:
1) The influence of Service Quality(X1) Towards Customer Satisfaction
Ho : β1 = 0 ; There is no influence between Service Quality with
Customer Satisfaction
Ha : β1 ≠ 0 ; There is influence between Service Quality with
Customer Satisfaction
According the table it can be seen that the significance value of 0,000 < sig. 0.05.
Thus we conclude Ho is rejected and Ha is accepted, so that the hypothesis there
is significant influence between service quality toward customer satisfaction. This
means, there is partially an influence between service quality toward customer
satisfaction.
2) The influence of brand image (X2) toward customer satisfaction
Ho : β1 = 0 ; there is no influence of brand image on customer
satisfaction
Ha : β1 ≠ 0 ; there is influence of brand image on customer satisfaction
According the table it can be seen that the significance value of 0,01< sig. 0.05.
Thus we conclude Ho is rejected and Ha is accepted, so that the hypothesis there
is significant influence between brand image toward customer satisfaction. This
means, there is partially an influence between brand image toward customer
satisfaction.
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3) The influence of price (X3) toward customer satisfaction
Ho : β1 = 0 ; there is no influence of price on customer satisfactio
Ha : β1 ≠ 0 ; there is influence of price on customer satisfaction
According the table it can be seen that the significance value of 0,000 < sig. 0.05.
Thus we conclude Ho is rejected and Ha is accepted, so that the hypothesis there
is significant influence between price toward customer satisfaction. This means,
there is partially an influence between price toward customer satisfaction.
F – test
Table 4.41
The Result of F-test
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 2477,899 3 825,966 143,675 ,000b
Residual 551,891 96 5,749
Total 3029,790 99
a. Dependent Variable: VAR00004
b. Predictors: (Constant), VAR00003, VAR00005, VAR00014
Source: Primary Data Output from SPSS
F Test basically indicates whether all the independent variables included in
the model have simultaneously influence toward dependent variable. Hypothesis
testing with F statistics can be seen the significance value of F test. To find out the
independent variables are simultaneously influence to the dependent variable. It is
done by comparing probability value in column Sigs with use the level of
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significance of 0.05 (Ghozali, 2011:98) According Duwi Priyatno (2010: 67), the
basis of decision-making is
as follows:
Ho : β1 = 0 ; there is no influence of Service Quality, Brand Image,
and Price on Customer satisfaction
Ha : β1 ≠ 0 ; there is influence of Service Quality, Brand Image, and
Price on Customer satisfaction
From ANOVA test or F test is obtained sig value test is 000. Conclusion can
be obtained from the comparison value sig with a significance level 0.000 < 0.05.
Because the sig < a has a probability ofless than 0.05, it can be concluded that Ho
is rejected and Ha accepted. It means the four independent variables such as
Service quality (X1), Brand Image (X2), Price (X3), together (simultaneously)
influence on the dependent variable Customer satisfaction (Y).
6. Multiple Linear Regressions
a. Regression Equation
Regression analysis is mainly used for seen an association between one or
more independent variables of dependent variable. Regression was used for
prediction purposes how much influence the independent variables of dependent
variable.
The calculation of statistics in regression analysis used in this study is to use aid
computer program SPSS 21 for windows. A summary of the results of the data
processing by using the SPSS program can be seen in table 4.42:
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Table 4.42
Result of Multiple Linear Regressions
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig. Collinearity
Statistics
B Std. Error Beta Tolerance VIF
(Constant) 22,748 3,050 7,460 ,000
X1 1,853 ,097 ,874 19,171 ,000 ,913 1,095
X2 ,077 ,029 ,117 2,619 ,010 ,945 1,058
X3 ,947 ,087 ,506 10,853 ,000 ,872 1,147
a. Dependent Variable: VAR00004
Source: Primary Data Output from SPSS
From this result, when written in the form of standardized regression equation
is as follows:
Y = a + b1X1 + b2X2 + b3X3
Y = 22,748 + 1.853 X1 + 0.077 X2 + 0.947 X3
Where :
Y = Customer Satisfaction
X1 = Service Quality
X2 = Brand Image
X3 = Price
The regression equality shows that the regression coefficient of constanta is
positive and this means by assuming the inexistence of independent variables such
the variables of service quality, brand image, and customer satisfaction. Then, the
dependen variable which is customer satisfaction tends to increase.
The regression equality shows that the regression coefficient of variable
product is positive. It means by assuming the other independent variables are
90
constant, the variable of purchase decision tends to increase when the variable of
product increases.
The regression equality shows that the regression coefficient of variable is
positive. It means by assuming the other independent variables are constant, the
variable of customer satisfaction tends to increase.
b. Determinant Coefficient (Adjusted R2)
Coefficient of determination (R2) is basically used to measure regarding how
far the ability of model can define variance of dependent variabel. Yet, the
weakness of using the coefficient of determination is bias towards the sum of
independent variables that has been put into the model. Therefore, many
researchers suggest to use the value of Adjusted R2 (Ghozali, 2006: 83). Then, the
result of determinant coefficient can be seen, as follows:
Table 4.43
The Result of Determinant Coefficient
Model Summaryb
Model R R Square Adjusted R Square Std. Error of the Estimate Durbin-Watson
1 ,904a ,818 ,812 2,39768 2,084
a. Predictors: (Constant), VAR00003, VAR00005, VAR00014
b. Dependent Variable: VAR00004
Source: Primary Data Output from SPSS
Based on the table of 4.43 above, it shows that Adj. R2 is 0.812 or 81,2%.
This means that 81,2% as the value of dependent variable which is repurchase
intention can be explained by service quality, brand image, and price as the
91
independent variables. While the rest of dependent variable value is 18,8% that
can be explained by the other variables that have not been included in this
research.
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CHAPTER V
CONCLUSION AND RECOMMENDATION
A. Conclusion
This research aims to show service quaality, brand image, and
price to customer satisfaction of visitor of Bukit Indah Hotel. This study
consists of questionnaires filled with 100 respondents for visitors of Hotel
Bukit Indah. The research method used is multiple regression analysis
model that yields conclusions such as:
1. Based on the results of regression tests, service quality,
brand image, and price have a significant positive effect on
customer satisfaction.
2. The influence of service quaality on customer satisfaction.
The significance value of t-test is 0.000 <0.05. Thus we
conclude Ho is rejected and Ha accepted, so the hypothesis
there is a significant influence between service quality to
customer satisfaction.
3. The influence of brand image on customer satisfaction. The
significance value of the t-test is 0.010 <0.05. Thus we
conclude Ho is rejected and Ha accepted, so the hypothesis
there is significant influence between brand image to
customer satisfaction.
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4. The influence of price on customer satisfaction. The
significance value of the t-test is 0.000 <. 0.05. So we
conclude Ho is rejected and Ha accepted, so the hypothesis
there is a significant influence between price on customer
satisfaction.
5. The significance level is 0.000 <0.05. Since sig has
probability less than 0.05, it can be concluded that Ho is
rejected and Ha accepted. This means that three
independent variables such as service quality (X1), brand
image (X2), Price (X3), together (simultaneously) influence
on customer satisfaction of dependent variable (Y).
B. Recomendation
1. For Researchers
To gain a deeper understanding of other aspects that affect
customer satisfaction, the next researcher is expected to:
a. Add more variables in addition to service quality, brand
image, and pricing can be added for future research.
b. Do Measurement of other things in the hotel field in
addition to customer satisfaction in subsequent research.
c. Use other research methodologies, for example by using a
direct or qualitative interview method to further explore
variations of customer satisfaction.
94
d. Use processing software other than SPSS, such as Eviews,
minitab, lisrel, SAS.
e. Use the screening questions in the Questionnaire to get
more in-depth data from the respondents.
2. For the Company
According to the results of research that has been
done by researchers, it can be concluded that Hotel Bukit
Indah is quite good in quality of service. But Hotel Bukit
Indah must continue to maintain and improve the quality of
services provided to visitors. Researchers also appealed to
the Hotel to always communicate and ask for opinions
about the satisfaction of visitors to Hotel Bukit Indah. Thus
show that Hotel Bukit Indah can be regarded as a hotel that
is always concerned with the quality of service they provide
to customers.
Based on research conducted by the researchers, the
data show that respondents agree that Hotel Bukit Indah has
quiete good brand image, but as the old hotel in Puncak its
not good enough because Hotel Buki Indah has other
competitors that have strong brand too. As the solution
Rebranding is one option of that case, rebarnding can be
apply by changing names, concepts, terms, symbols,
designs of Hotel Bukit Indah. Because it should be the
95
longest bitang hotel in Puncak, Hotel Bukit Indah should
have a stronger brand in the minds of its consumers.
However, Hotel Bukit Indah must be able to keep the image
as a comfortable and friendly hotel for visitors, by always
supervising the environmental cleanliness, making setandar
service for employees, and always paying attention to the
comfort of visitors.
In addition to service quality and brand image, one
of the most important elements is price. Thus the
researchers advise to pay attention to the price given the
hotel to customers. Although so far meraa customers are
satisfied with the price given Hotel Bukit Indah, but Hotel
Bukit Indah also need to pay attention to services provided
with bandrol hotel prices now. Hotel Bukit Indah should be
more vigilant because now in the Peak area there are many
emerging competitors in the field of accommodation, such
as hotels, villas or rental rooms small inns around Hotel
Bukit Indah. Then the researchers also suggested Hotel
Bukit Indah to review the price, so that the price given can
be proportional to the services provided.
96
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