Pengaruh Strategi Pelayanan Dan Harga Terhadap Kepuasan Konsumen Pemakai Jasa Hotel Seven Medan Pada Masa Pandemi Covid-19

Abstract

Pandemi Covid-19 menyebabkan banyak sektor usaha mengalami kemunduran pada bidang usahanya, salah satunya pada bidang perhotelan. Kekhawatiran masyarakat terpapar penyakit Covid-19 dan proses Social Distancing menyebabkan jumlah pengunjung hotel menurun drastis bahkan beberapa hotel harus menutup usahanya. Maka diperlukan sebuah strategi khusus bagaimana menjaga kepuasan pelanggan pada masa pandemi Covid-19. Hotel Seven merupakan salah satu hotel di kota Medan yang sebagai penyedia jasa pelayanan penginapan juga turut merasakan dampak dari adanya pandemi Covid-19. Oleh karena itu Hotel Seven turut melakukan upaya untuk memberikan kepuasan bagi konsumen pemakai jasa Hotel Seven Medan diantaranya dari segi strategi pelayanan dan penetapan harga yang bersaing. Strategi pelayanan berpengaruh positif dan signifikan terhadap kepuasan konsumen pemakai jasa Hotel Seven Medan pada masa pandemi Covid-19 dibuktikan dengan nilai thitung (6,084) > ttabel (2,001) dan nilai signifikan sebesar 0,00 < 0,05. Harga berpengaruh positif dan signifikan terhadap kepuasan konsumen pemakai jasa Hotel Seven Medan pada masa pandemi Covid-19. dibuktikan dengan nilai thitung (2,317) > ttabel (2,001) dan nilai signifikan 0,00 < 0,05. Berdasar pada nilai koefisien determinasi determinasi (R2) sebesar 0,911 yang menunjukkan bawa variabel strategi pelayanan dan harga dapat menjelaskan sebesar 91% terhadap kepuasan pelanggan, sedangkan sisanya sebesar 9% dijelaskan oleh variabel lain yang tidak dimasukkan dalam model penelitian ini. The Covid-19 pandemic has caused many business sectors to experience setbacks in their business fields, one of which is in the hospitality sector. The public's concern about being exposed to the Covid-19 disease and the Social Distancing process caused the number of hotel visitors to decrease drastically, even some hotels had to close their businesses. So we need a special strategy how to maintain customer satisfaction during the Covid-19 pandemic. Hotel Seven is one of the hotels in the city of Medan which as a provider of lodging services also feels the impact of the Covid-19 pandemic. Therefore, Hotel Seven also makes efforts to provide satisfaction for consumers who use the services of Hotel Seven Medan, including in terms of service strategies and competitive pricing. The service strategy has a positive and significant effect on consumer satisfaction of service users at the Seven Medan Hotel during the Covid-19 pandemic, as evidenced by the value of tvalue (6.084) > ttable (2.001) and a significant value of 0.00 <0.05. Price has a positive and significant effect on consumer satisfaction of Hotel Seven Medan service users during the Covid-19 pandemic. evidenced by the value of tvalue (2.317) > ttable (2.001) and a significant value of 0.00 <0.05. Based on the value of the coefficient of determination (R2) of 0.911 which indicates that the service strategy and price variables can explain 91% of customer satisfaction, while the remaining 9% is explained by other variables not included in this research model.