PENGARUH PERSEPSI HARGA, WORD OF MOUTH, SERVICESCAPE DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUASAN KONSUMEN PADA SUZUYA HOTEL RANTAUPRAPAT

PUTRI MEDINA GINTING, NPM 2101100125 (2025) PENGARUH PERSEPSI HARGA, WORD OF MOUTH, SERVICESCAPE DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUASAN KONSUMEN PADA SUZUYA HOTEL RANTAUPRAPAT. Tugas_Akhir(Artikel) Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis, 5 (2). pp. 694-718. ISSN 2808-8980 (e-ISSN) 2808-9383(p-ISSN)

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Abstract

This study aims to determine and analyze the influence of price perception, word of mouth, servicescape, and consumer trust on customer satisfaction at Suzuya Hotel Rantauprapat. This research employs a quantitative approach to systematically investigate the relationships among the selected variables. The participants of the study were customers of Suzuya Hotel Rantauprapat, and the Lemeshow formula was applied to determine the sample size due to an unknown total population. A total of 96 respondents participated in this study. Data collection methods included observation, documentation, and the administration of a structured Likert-scale questionnaire. Prior to hypothesis testing, traditional assumption tests such as data normality, heteroscedasticity, and multicollinearity were performed to ensure the validity of the regression analysis. Multiple linear regression analysis was conducted using the coefficient of determination (R²), partial (t) tests, and simultaneous (F) tests. The findings demonstrate that price perception, word of mouth, servicescape, and consumer trust each have significant partial effects on customer satisfaction, while collectively they exert a substantial simultaneous influence. These results highlight the importance of strategic pricing, positive customer communication, quality service environments, and trust-building efforts in enhancing overall customer satisfaction at Suzuya Hotel Rantauprapat. Keywords: Consumer Trust; Customer Satisfaction; Price Perception; Servicescap; Word of Mouth ============================================================================================ Penelitian ini bertujuan untuk menentukan dan menganalisis pengaruh persepsi harga, word of mouth, servicescape, dan kepercayaan konsumen terhadap kepuasan pelanggan di Suzuya Hotel Rantauprapat. Penelitian ini menggunakan pendekatan kuantitatif untuk secara sistematis menyelidiki hubungan antar variabel yang dipilih. Partisipan penelitian adalah pelanggan Suzuya Hotel Rantauprapat, dan rumus Lemeshow diterapkan untuk menentukan ukuran sampel karena total populasi yang tidak diketahui. Sebanyak 96 responden berpartisipasi dalam penelitian ini. Metode pengumpulan data meliputi observasi, dokumentasi, dan pemberian kuesioner skala Likert terstruktur. Sebelum pengujian hipotesis, dilakukan pengujian asumsi tradisional seperti normalitas data, heteroskedastisitas, dan multikolinearitas untuk memastikan validitas analisis regresi. Analisis regresi linier berganda dilakukan menggunakan koefisien determinasi (R²), uji parsial (t), dan uji simultan (F). Hasil penelitian menunjukkan bahwa persepsi harga, word of mouth, servicescape, dan kepercayaan konsumen masing-masing memiliki pengaruh parsial yang signifikan terhadap kepuasan pelanggan, sementara secara kolektif mereka memberikan pengaruh simultan yang substansial. Hasil ini menyoroti pentingnya penetapan harga strategis, komunikasi pelanggan yang positif, lingkungan layanan berkualitas, dan upaya membangun kepercayaan dalam meningkatkan kepuasan pelanggan secara keseluruhan di Suzuya Hotel Rantauprapat. Kata kunci: Kepercayaan Konsumen; Kepuasan Pelanggan; Persepsi Harga; Servicescape; Word of Mouth

Item Type:	Article
Uncontrolled Keywords:	Consumer Trust; Customer Satisfaction; Price Perception; Servicescap; Word of Mouth==============Kepercayaan Konsumen; Kepuasan Pelanggan; Persepsi Harga; Servicescape; Word of Mouth
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce H Social Sciences > HM Sociology
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	25 Jun 2026 02:41
Last Modified:	25 Jun 2026 02:41
URI:	http://repository.ulb.ac.id/id/eprint/2570

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