Evaluasi Kebijakan Harga, Lokasi, Promosi dan Fasilitas Pendukung terhadap Kepuasan Konsumen

Abstract

This study aims to determine how much influence the factors of price policy, location, promotion and supporting facilities have on customer satisfaction at Sofian Inn Rangkayo Basa Padang Hotel. The research method uses quantitative descriptive analysis. The results of the study were concluded simultaneously through the F test that price, location, and promotion policies and supporting facilities had a positive and significant effect on consumer satisfaction. While partially the price policy has a positive and significant effect on consumer satisfaction, but the location variable and promotion variable partially have a positive but insignificant effect, and the supporting facilities variable has an insignificant negative effect. The results of the coefficient of determination test stated that consumer satisfaction was 53% influenced by factors such as price policy, location, promotion and supporting facilities, with the remaining 47% being influenced by other factors. Researchers suggest that the location variable needs to be considered because the hotel's strategic position with this Padang beach tourist attraction can foster the interest of hotel visitors. Furthermore, for the promotion variable, it is necessary to improve communication through promotions that are given both directly and indirectly in order to provide hotel positioning to consumers, as well as supporting facilities variables need to be improved, such as expanding vehicle parking facilities so that hotel consumers who visit and stay are satisfied with the facilities provided.