PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN

Abstract

Based on this research, hotel is a kind of company that offers services. No matter how good the physical condition
of a hotel if it is not supported by maximum service, then the customer won’t be satisfied with its services.
Therefore, this research aimed to find out the effect of brand image, price, and services quality on the customers’
satisfaction of Sofia Front One, Juanda Surabaya Hotel. The research was quantitative. While, the population
was customers’ of Sofia Front One hotel. Moreover, the data were primary. Furthermore, the data collection
technique used purposive sampling. In line with, there were 98 respondents as sample. In addition, the data
analysis technique used multiple linier regression with SPSS (Statistical Product and Service Solution). The
research result concluded brand image had positive and significant effect on the customers’ satisfaction.
Likewise, the price had positive and significant effect on the customers’satisfaction. In brief, this research showed
all hypotheses were accepted.
Keywords: brand image, price, service quality, customer satisfaction