NILAI PELANGGAN MEMEDIASI PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUASAN PELANGGAN HOTEL ROYAL REGAL ANYER

Abstract

The aim of this research was to explain customer value in mediating the influence of service quality and price on customer satisfaction at the Royal Regal Hotel. The research was carried out by distributing questionnaires to customers staying at the Royal Regal Anyer Hotel. The data was processed using the SmartPLS.3 application with the SEM (Structural Equation Model) technique. The number of respondents in this study was 98 respondents. The research results show that service quality has a positive effect on customer satisfaction, price has a positive effect on customer satisfaction, service quality has a positive effect on customer value, price has a positive effect on customer value, and customer value has a positive effect on customer satisfaction. From the research results, it is known that service quality has the most influence on customer value. And based on the three variables (service quality, price, and customer value), customer value has the most influence on customer satisfaction.