PENGARUH DIMENSI KUALITAS PELAYANAN TERHADAP KEPUASAN WISATAWAN DI PITA MAHA RESORT & SPA UBUD BALI

Abstract

Many hotels competed for giving excellent service to fulfill customers’ satisfaction. This research conducted to observe the importance of service quality in the hospitality industry, in which the customers’ satisfaction became the priority and benchmark in improving prestige of the hotel. This study aimed at analyzing the effect of service quality dimension, they were; tangibles (X1), Reliability (X2), Responsiveness (X3), Assurance (X4), Empathy (X5) toward tourists satisfaction (Y) who stayed in Pita Maha Resort Spa Ubud Bali. The research methodology used was t-test and f-test by applying questionnaires was used as a data collection technique. These questionnaires were given to the 90 guests who stayed by using purposive sampling. Validity, reliability, double linear regression, and regression assumption test were applied. The result of study showed that there was a significant effect toward the guests’ satisfaction in the Pita Maha Resort & Spa Ubud Bali of tangibles (X1), Reliability (X2), Responsiveness (X3), Assurance (X4), Empathy (X5) and F-test was 92.140 sig 0.00 and F-table was 2.3. Partially, tangibles (X1) towards customers satisfaction was significant with t-1 4.478 more than t-table was 1.6 sig 0.00; reliability (X2) towards customers satisfaction was significant with t-2 was 8.891 more than t-table was 1.6 sig 0.00; Responsiveness (X3) towards customers satisfaction was significant with t-3 was 18.879 more than t-table was 1.6 sig 0.000. Assurance (X4), towards customers satisfaction was significant with t-4 was 6.585 more than t-table was 1.6 sig 0.003. Empathy (X5) towards customers satisfaction was significant with t-5 was 5.163 more than t-table was 1.6 sig 0.041.