ANALISIS KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN HOTEL ZOOM KOTA SAMARINDA SELAMA PANDEMIC COVID – 19

Abstract

This study aims to determine and analyze service quality consisting of physical evidence, reliability, responsiveness, assurance and empathy for customer satisfaction at Zoom Hotel Samarinda during the Covid-19 Pandemic.

            The grand theory used is marketing management consisting of services, consumer behavior, service quality (physical evidence, reliability, responsiveness, assurance and empathy) and customer satisfaction.

            The data collection used is distributing online questionnaires to respondents at the Zoom Hotel Samarinda. The population in the study is unknown with the number of samples obtained by 108 samples, the sampling method in this study is non-probability sampling with an purposive sampling technique or determinate characteristics of respondents. The analytical tool used in this research is multiple linear regression (t, f test, coefficient of determination R2 and correlation R).

            The results of the research on the t-test state that partially physical evidence, reliability and empathy have a significant effect on customer satisfaction at Zoom Hotel Samarinda during the covid -19 pandemic, while responsiveness and assurance have no significant effect on customer satisfaction. Furthermore, the f test states that simultaneously (simultaneously) all independent variables of physical evidence, reliability, responsiveness, assurance and empathy have a significant effect on customer satisfaction at Zoom Hotel Samarinda during the covid -19 pandemic