INTRODUCTION
Hotel is a business or business that experiences intense competition. In
other words, a hotel is a form of building, symbol, company or accommodation
business entity that provides lodging services, food and beverage providers and
other service facilities where all services are intended for the general
public, both those who stay overnight in the hotel those who only use certain
facilities owned by the hotel (Luthfi & Widyaningrat, 2018).
According to (Kusumaningrum et al., 2023) Hotel is an
accommodation that provides lodging facilities and services, food and drink and
other public services for the public who stay for a while, and is managed
commercially. Thus the hotel not only sells tangible products but also sells
intangible products such as in the form of service, entertainment, atmosphere,
or a comfortable, clean and beautiful environment.
The tourism industry is one of the businesses that can be profitable in
generating state income because tourism is a potential attraction in attracting
tourists (Andersson & Getz, 2009). This
happened when the emergence of hotel development began in the Siak Sri
Indrapura city area which required quality and facilities and met the needs of
migrants who wanted to rest.
In addition, the city of Siak is also in great demand by many visitors
because it is one of the historical city tourism icons in Riau Province (Damanik & Pratiwi, 2017). The choice
of hotels available makes consumers a little confused in choosing the place
they will visit. This is an important job for hotel companies to attract
consumers to stay at the hotel. The right way to attract consumers by
determining the right marketing strategy in order to win the competition.
In the city of Siak itself, the presence of hotels is quite needed by
the community or tourists. In addition to staying, hotels can also be used for
various kinds of events, such as seminars, workshops,
local government activities can also be used for weddings. The choice of hotels
is quite diverse and each hotel also displays the best and shows the advantages
or advantages possessed so that their parties are able to compete and win the
hearts of consumers (Brooke, 2019).
In building� a good brand image, the hotel must of course
pay attention to how the quality of service they offer, especially a kind of front office hospitality �at the hotel that will be provided. A good brand image of a company or
organization is a very important asset because brand image has an impact on consumer perception and operations in
the organization run well so that it can attract potential customers and retain
customers (Liat et al., 2017).
Brand image is a
public view or a positive perception that can affect the marketing of a
company. In a service company, image or image is an important thing that can
affect positive and negative marketing activities, where image plays an
important role in influencing consumer behavior and decisions. In studying
consumer behavior, companies will develop strategies in order to influence
consumer interest in buying the products offered.
Service quality is the level of excellence expected and control over
that level of excellence to meet customer desires. If the service or service
received or perceived (perceived service)
is in accordance with what is expected or exceeds customer expectations, then
the quality of service or service is perceived as good, ideal and satisfying.
Conversely, if the services or services received are lower than expected, then
the quality of services or services is perceived as poor (Yusyanah, 2022).
Customer satisfaction occurs after we use a product or service to decide
whether we return to use the service product or not. After using it, consumers
can rate certain Actions and experiences they have gained to determine the
level of satisfaction (Eisenbeiss et al., 2014).
Winaria 1 Hotel is one of the accommodations in the form of a hotel in
Siak Regency which was built in 2003 located on Dr. Sutomo street, Kampung
Dalam Village, Siak District. Hotel Winaria 1 has close access to destinations
and culinary. Right in front of this hotel there is one of the grand mosques in
the city of Siak, namely Al-Fattah Mosque and sidewalk seating decorated with
lights, people consider the place like Malioboro in the city of Siak, so this
is a lot of consideration for consumers to choose because of its advantages.
Winaria 1 Hotel is also a destination that is quite visited by tourists
who come to Siak and are interested in staying overnight. Not only tourists,
but this hotel also plays an active role for local governments who will carry
out activities such as seminars or workshops that require a hall-like room that
fits enough to be filled with people. Until now, Winaria 1 hotel has 53 rooms,
1 large hall, 1 medium hall and 2 small halls.
Consumer decisions in choosing a product or service are assessed by
quality, usefulness, and reciprocity to consumers. Therefore, the company must
be able to improve its strategy on quality and facilities and be able to
convince consumers through� a good brand image in the minds of consumers so
as to make consumers interested in making return visits.
Knowing the needs and wants of consumers is the goal of a company. So,
one of the right ways is to form a brand
image that is attractive to consumers. Providing good service to consumers
by a company, will create customer satisfaction. If consumers are satisfied,
they will make repeat purchases and recommend others to buy in the same place.
Therefore, companies must start thinking about the importance of customer
service more maturely through service quality, because it is increasingly
realized that service is a vital aspect in order to maintain business and win
competition.
Table
1 Number of Target Realization of Room Service Sales at Winaria 1 Hotel Siak
Sri Indrapura City in 2020-2023
|
Year (1) |
Number of rooms (2) |
Sales Target (3) |
Realization (4) |
Presentation (5) |
|
2020 |
53 |
9.600 |
94 |
3% |
|
2021 |
53 |
9.600 |
1.982 |
57% |
|
2022 |
53 |
10.000 |
1.964 |
56% |
|
2023 |
53 |
10.000 |
2.402 |
60% |
In Table 1.2 above, it can be concluded that room sales in the 2020-2023
period have fluctuated in the number of realized room sales at Winaria 1
hotels, so this also has an impact on sales targets made by hotels where the
target has not been achieved. From data for 4 years, namely from the range of
2020-2023, it can be seen that the number of rooms that sell the most is in
2023, which is 2,402 rooms and the lowest in 2020, which is 94 rooms. The cause
of the lack of realization of room sales in 2020 was influenced by� the Covid
19 outbreak which resulted in all community activities being stopped and having
to stay at home.
This has quite an impact on businesses in the world including Hotel
Winaria 1 itself. Viewed from the other side, there is still a lack of interest
in consumers to come to stay at the Winaria 1 hotel in Siak city because
consumers also have other hotel choices, therefore the hotel must be able and
able to build a better hotel image, as well as improve service or better service quality so that customers are more
interested in staying at the Winaria 1 hotel Siak Sri Indrapura City.
According to (Philip, 2012) marketing
(marketing) is identifying and meeting human and social needs. One good and
concise definition of marketing is "meeting a need in a profitable
way".
While according to (Kotler, P. & Armstrong, 2018) states
Theprocess where companies create value for customers and build strong customer
relationships in order to capture value from customers in return. Definition 9
means that, The process by which a company creates value for customers and
builds strong customer relationships to capture value from customers in return
(Yoeliastuti et al., 2021).
According to Tjiptono (2015) Brand Image is a description of consumer
associations and beliefs towards a particular brand. Brand Image is the
observation and trust that consumers hold.
Brand image
cannot be engineered, meaning that the image does not come by itself but is
formed by the community, from the company's communication and openness efforts
in an effort to build the expected positive image. Image building efforts
cannot be done haphazardly at any given moment, but is a long process. Because
images are all perceptions of objects that are formed by consumers by obtaining
information as a source all the time.
METODE
In this study, the type of research used is
quantitative approach research. According to (Saifuddin, 2013) quantitative
research methods are research methods that emphasize the use of numerical data
or numbers whose processing uses statistical methods.
Population
According to (Sugiyono, 2012) Population is a
generalization or a group consisting of objects or subjects that have certain
qualities and characteristics that are determined by researchers to be studied
and then drawn conclusions. The population taken from this study is based on
data in 2023, which is 2,402 consumers. The consumers set in this study
population are consumers who have stayed or used the services of Winaria 1
hotel Siak Sri Indrapura City which can be needed for researchers.
Sample
According to (Sugiyono., 2017) Population is a
generalization or a group consisting of objects or subjects that have certain
qualities and characteristics that are determined by researchers to be studied
and then drawn conclusions. The population taken from this study is based on
data in 2023, which is 2,402 consumers. The consumers set in this study
population are consumers who have stayed or used the services of Winaria 1
hotel Siak Sri Indrapura City which can be needed for researchers.
Measurement techniques
����������� To find out the response of respondents, the measurement
technique carried out in this study is the Likert scale. (Sugiyono, 2013) is a scale carried out
to assess the attitudes, opinions and responses of individuals or groups to a
social phenomenon. Furthermore, this study performs social phenomena
specifically established by the researcher, which will be said to be research
variables.
Data analysis techniques
In this study, descriptive research methods are used,
namely research methods that present an overview of conditions and events, and
descriptive statistics are needed for descriptive analysis. (Sugiyono., 2017) explains statistics
that aim to analyze data by describing or presenting data collected just like
that without drawing general conclusions. Quantitative data analysis is an
analysis intended to assess the relationship between variables used in research
by utilizing calculations or statistical tests of data obtained from
questionnaire answers to primary data.
HASIL DAN PEMBAHASAN
Descriptive Analysis
The research conducted involved a sample of
96 samples at the Winaria 1 hotel in Siak
Sri Indrapura City. This research was conducted using the questionnaire
distribution method. The instrument used is a questionnaire that has been
prepared by researchers to obtain respondents' opinions so that the results can
be summarized to be assessed using assessment scale guidelines. Then the data
obtained is processed by conducting a linearity test using SPSS 22.0.
Analysis of Respondent Characteristics
Based on observations made by researchers,
several assessment indicators in this study received good scores.
Brand Image
Based on table 5.7, it can be seen that the
recapitulation of respondents' responses to the Brand Image variable at Hotel
Winaria 1 Kota Siak Sri Indrapura was overall at a good score with a value of
4.06 . The Association Strength dimension is the lowest category and is in the
good category with an average score of 3.97. While the highest score is the
Brand Association Uniqueness dimension, which is in the good category with an
average score of 4.17. This shows that the dimension of uniqueness of brand association
at Hotel Winaria 1 Kota Siak Sri Indrapura has been able to have a very good
Brand Image so that it makes respondents feel satisfied, but for the dimension
of the strength of the association, the hotel needs to further improve it .
Quality of Service
Based on table 5.12, it can be seen that the
recapitulation of respondents' responses varied in service quality at Hotel
Winaria 1 Kota Siak Sri Indrapura as a whole was in the good category with an
average value of 3.47. The Reliability dimension is the lowest category, which
is in the fairly good category with an average score of 3.1. While� the�
highest score is the responsiviness dimension� has a score of 4.39 This shows that the
responsiviness dimension at Winaria 1 Hotel Siak Sri Indrapura City has been
able to have excellent service quality so that it makes respondents feel
satisfied, but for reliability, it is expected that the hotel needs to be
further improved.
Customer Satisfaction
Based on table 5.16, it can be seen that the
recapitulation of respondents' responses varied in customer satisfaction at
Hotel Winaria 1 Kota Siak Sri Indrapura as a whole is in the fairly good
category with an average value of 3.21. The dimension of interest in visiting
again is the lowest category, which is in the fairly good category with an
average score of 3.19. While� the highest
score is the Dimension of Expectation Match has a score of 3.23 This shows that
the need for Hotel Winaria 1 Kota Siak Sri Indrapura further improves the
dimensions of customer satisfaction so that guests feel more satisfied when
staying at Hotel Winaria 1 Kota Siak Sri Indrapura.
From the results of the data, it can be
concluded that the purpose of this study is to determine the influence of Brand
Image and service quality on customer satisfaction. The results showed that the
results were as expected. Findings from descriptive analysis of independent
variables suggest that the evaluation falls into the "good" category.
In addition, the study's findings revealed that the dependent variable has an
important influence on the guests who stay.
Test Data Analysis
Simple linear regression analysis
Brand Image on customer satisfaction winaria hotel 1 Siak Sri Indrapura
city
Simple linear regression analysis is used to
analyze the effect of one independent variable on the dependent variable. Where
in this study to measure the influence of Brand Image (X1) as an independent
variable on Customer Satisfaction (Y) as a dependent variable at Winaria Hotel
1 Siak Sri Indrapura City. Based on calculations with the SPSS program, simple
linear regression results can be obtained as follows.
Table 2 Simple Linear Regression Analysis Test Results Brand Image to
Customer Satisfaction
|
Coefficient |
|
||||||
|
Pattern |
Non-standardized coefficients |
Standard Coefficient |
T |
Sig. |
|||
|
B |
Error Std. |
Beta |
|||||
|
1 |
(Constant) |
6.459 |
4.099 |
|
1.576 |
.118 |
|
|
BRAND IMAGE |
.526 |
.166 |
.310 |
3.160 |
.002 |
||
|
a. Dependent Variable: CUSTOMER SATISFACTION |
|
||||||
Source : SPSS Processed Data 22,2024
Based on the table above, the regression equation
formed in this regression test is:
Y = a+bX
Y = 6.459 + 0.526X
So that the results of the equation model can
be interpreted as follows
- This constant value of
6.459 can be interpreted if the Brand
Image is assumed to be zero (0) then customer satisfaction is 6.459.
- The value of the
regression coefficient �of the Brand Image �variable is positive which is 0.526 which
can be interpreted that every increase in Brand Image by 1 unit, it will increase customer satisfaction
by 0.526.
Test t (Partial Test)
Table 3 Brand� Image t-Test Results on Customer Satisfaction
|
Coefficient |
|
||||||
|
Pattern |
Non-standardized coefficients |
Standard Coefficient |
T |
Sig. |
|||
|
B |
Error Std. |
Beta |
|||||
|
1 |
(Constant) |
6.459 |
4.099 |
|
1.576 |
.118 |
|
|
BRAND IMAGE |
.526 |
.166 |
.310 |
3.160 |
.002 |
||
|
a. Dependent Variable: CUSTOMER SATISFACTION |
|
||||||
Source : SPSS Processed Data 22,2024
����������� The
effect of promotion on consumer interest based on the results of the t test
above can be concluded:
- Brand Image significance value of 0.002<0.05
with t-Count of 3.160>t-table 1.661. With this, it can be interpreted
that the hypothesis that states that Brand
Image affects customer satisfaction at Hotel Winaria 1 Kota Siak Sri
Indrapura can be accepted.
Table 4 Coefficient of Determination Test Results �Brand
Image to Customer Satisfaction
|
Model Overview |
||||
|
Pattern |
R |
R
square |
Customized
R Square |
Std.
Estimation Error |
|
1 |
.310a |
.096 |
.086 |
5.486 |
|
a.
Predictor: (Constant),
BRAND IMAGE |
||||
Source : SPSS Processed Data 22,2024
����������� Table
4 shows the value of R Square (R2) indicating that the number is 0.096 and thus
it can be concluded that customer satisfaction can be explained by Brand image 96% while the rest is
explained by other variables not assumed in this study.
b. Quality of Service to Customer Satisfaction Winaria Hotel 1 Siak Sri
Indrapura City
Simple linear regression analysis is used to analyze the effect of one
independent variable on the dependent variable. Where in this study to measure
the effect of Service Quality (X2) as an independent variable on Customer
Satisfaction (Y) as a dependent variable at Winaria Hotel 1 Siak Sri Indrapura
City. Based on calculations with the SPSS program, simple linear regression
results are obtained as follows.
Table 5 Simple Linear Regression Analysis Test Results Quality of
Service to Customer Satisfaction
|
Coefficient |
|
||||||
|
Pattern |
Non-standardized
coefficients |
Standard
Coefficient |
t |
Sig. |
|||
|
B |
Error
Std. |
Beta |
|||||
|
1 |
(Constant) |
-2.027 |
1.229 |
|
-1.649 |
.102 |
|
|
SERVICE
QUALITY |
.656 |
.037 |
.878 |
17.823 |
.000 |
||
|
a. Dependent Variable: CUSTOMER SATISFACTION |
|
||||||
Source : SPSS Processed Data 22,2024
����������� Based
on the output above, the regression equation formed in this regression test is:
Y = a+bX
Y = -2.027+0.656X
So that the results of the equation model can
be interpreted as follows
- This constant value of
-2.027 can be interpreted if the quality of service is assumed to be zero
(0) then customer satisfaction is -2.027.
- The value of the
regression coefficient of the positive service quality variable, which is
0.656, can be interpreted that every increase in service quality by 1
unit, it will increase customer satisfaction by 0.656.
Simple linear regression analysis
- The Influence of Brand Image and Service Quality on Customer
Satisfaction
Multiple linear regression analysis is used
to analyze the effect of one independent variable on the dependent variable.
Where in this study to measure Brand
Image (X1) and Service Quality (X2) as independent variables to Customer
Satisfaction (Y) as dependent variables at Winaria Hotel 1 Siak Sri Indrapura
City.
Based on calculations with the SPSS program,
multiple linear regression results are obtained as follows.
Table 7 Multiple Linear Regression Analysis Test Results Brand Image and Service Quality to
Customer Satisfaction
|
Coefficient |
|
||||||
|
Pattern |
Non-standardized
coefficients |
Standard
Coefficient |
T |
Sig. |
|||
|
B |
Error
Std. |
Beta |
|||||
|
1 |
(Constant) |
-2.435 |
2.139 |
|
-1.138 |
.258 |
|
|
BRAND
IMAGE |
.021 |
.089 |
.012 |
.234 |
.816 |
||
|
SERVICE
QUALITY |
.653 |
.039 |
.874 |
16.595 |
.000 |
||
|
a. Dependent Variable: CUSTOMER SATISFACTION |
|
||||||
Source : SPSS Processed Data 22,2024
����������� Based
on the table above, the regression equation formed in this regression test is:
Y = a+b1X1+b2X2
Y = -2.435+0.021X1+0.653X2
����������� So
that the results of the equation model can be interpreted as follows:
- This constant value of
-2.435 can be interpreted if the brand
image and service quality are assumed to be zero (0) then customer
satisfaction is -2.435.
- The value of the
regression coefficient� of the positive brand image �variable, which is 0.021, can be
interpreted that every increase in brand
image by 1 unit, it will increase customer satisfaction by 0.021.
- The value of the
regression coefficient of the positive service quality variable, which is
0.653, can be interpreted that every increase in service quality by 1
unit, it will increase customer satisfaction by 0.653.
Simultaneous Test (f test)
This test is used to find out whether the
independent variables together have a significant influence on the dependent
variable (Y) or to find out whether a regression model can be used to predict
the dependent variable or not.
Table 8 Brand Image and
Service Quality to Customer Satisfaction
|
ANOVAa |
|
||||||
|
Pattern |
Sum of
Squares |
Df |
Square
means |
F |
Sig. |
||
|
1 |
Regression |
2415.587 |
2 |
1207.794 |
157.264 |
.000b |
|
|
Remnant |
714.246 |
93 |
7.680 |
|
|
||
|
Entire |
3129.833 |
95 |
|
|
|
||
|
a.
Dependent Variable:
CUSTOMER SATISFACTION b.
Predictor: (Constant),
Service Quality and Brand Image Source : SPSS Processed Data 22,2024 To calculate the Ftable� in
this study, you can use the following formula: |
|
||||||
|
dfl� =k df2 = n-k-1 dfl� = 2 df2 = 96-2-1 df2 = 93 |
|
||||||
|
|
|
||||||
Based on the results of the F test above, it
was found that Fcalculate amounted to 157.254 >Ftable 3.09 and sig 0.000
< 0.050. So it can be stated that H0 is rejected and Haa is accepted,
meaning that Brand Image (X1) and
Service Quality (X2) simultaneously have a significant effect on Customer
Satisfaction (Y).
Test Coefficient of Determination (R2)
This test is used to find out whether the
independent variable (X) has a significant effect on the dependent variable (Y)
or to find out whether a regression model can be used to predict the dependent
variable or not.
Table 9 Coefficient of Determination Test Results Brand Image and Service Quality to Customer Satisfaction
|
Model Overview |
|
||||
|
Pattern |
R |
R
square |
Customized
R Square |
Std.
Estimation Error |
|
|
1 |
.879a |
.772 |
.767 |
2.771 |
|
|
a. Predictor: (Constant), SERVICE QUALITY, BRAND IMAGE |
|
||||
Source : SPSS Processed Data 22,2024
In table 5.24 this shows the value of R
Square (R2) showing a number of 0.772 thus it can be concluded that customer
satisfaction can be explained by Brand
image and service quality of 77.2% while the rest was explained by other
variables not assumed in this study.
CONCLUSION
Based on the results of research on guests from Hotel
Winaria 1 Kota Siak Sri Indrapura regarding the influence of brand image and
service quality on customer satisfaction at Hotel Winaria 1 Kota Siak Sri
Indrapura, the following conclusions can be drawn:
1. In the brand
image� variable, results were
obtained that showed that �the brand image of� winaria 1 hotel as a whole was in the agreed
category. This means that� the brand image carried out by the winaria 1
hotel has been able to attract the attention of guests.
2. On the variable service quality, the results show that
the quality of service of winaria 1 hotel is in the category of agree. This
means that the quality of service provided by winaria 1 hotel looks good and
gives the impression of comfort to guests
3. In the customer satisfaction variable, a test result
was obtained which showed that customer satisfaction was in the category of
quite agreeable, meaning that the responses given by several respondents were
tied.
4. It can be partially seen that the brand image variable
has a significant influence on customer satisfaction
5. It can be partially seen that the variable of service
quality has a significant influence on customer satisfaction
6. It can be partially seen that the variables of brand
image and service quality have a significant influence on customer
satisfaction.
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