PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN MENGGUNAKAN JASA HOTEL PANTAI GAPURA MAKASSAR

Abstract This study aims to determine whether the dimensions of service quality, namely tangible, reliability, responsiveness, assurance, and empathy affect consumer satisfaction at Hotel Pantai Gapura Makassar and analyze the most dominant factors in influencing consumer satisfaction at Hotel Pantai Gapura Makassar. The population in this study were guests who stayed at the Pantai Gapura Hotel Makassar. Samples taken as many as 100 respondents using the Non-Probability Sampling technique with an Accidental sampling approach, namely the technique of determining samples based on chance, that is, who happens to meet the researcher can be sampled if deemed suitable. Based on the results of the study, the regression equation is obtained as follows: Y = 1,750 + 0,032 X1 + 0,129 X2 + 0,082 X3 + 0,336 X4 + 0,658 X5 + e. Based on the analysis of statistical data, the indicators in this study are valid and the variables are reliable. In testing classical assumptions, the regression model is free from multicolonity, there is no heteroscedasticity, and normal distribution. The individual sequence of each of the most influential variables is the empathy variable with a regression coefficient of 0.658, then assurance with a regression coefficient of 0.336, then followed by reliability with a regression coefficient of 0.129, and responsiveness with a regression coefficient of 0.082 while the most influential variables low is tangible with a regression coefficient of 0.032. The Pantai Gapura Makassar Hotel needs to maintain the elements that have been valued well by customers and need to improve things that are still lacking. Keywords: service quality, tangible, reliability, responsiveness, assurance, empathy, customer satisfaction