The influence of pricing strategy on customer satisfaction and loyalty in the hospitality industry

##plugins.themes.academic_pro.article.main##

Rayu Sri Wahyuni
Anto Tulim
Suwianto Suwianto
Sarmauli Hanny Siagian

Abstract

In today's business era, competition in business is getting tighter. This increasingly tight competition requires business people to be able to maximize their company's performance in order to compete in the market. The hotel industry plays an important role as one of the supporting sectors of tourism. The success or failure of the hotel business depends on the management of each hotel. Aims: The purpose of this study itself is to 1) Determine the effect of price on customer satisfaction at Nivia Hotel Medan. 2) Determine the effect of promotion on customer satisfaction at Nivia Hotel Medan. The methods used in this study are quantitative data and qualitative data. The population in the study was 1370 customers. The number of samples in the study was determined based on the Slovin formula 93.10 rounded to 100 respondents. The results obtained from this study are based on the hypothesis test, it can be said that the price policy with customer satisfaction can be said to have a significant influence. In the significant test between promotion and customer satisfaction, the value of þvalue = 0.000 is obtained. In addition, it has a tcount value of 3.889 and ttable = 1.661, because the tcount value of 3.889 > ttable 1.661, and has a þvalue value of 0.000 < 0.05. Thus, it can be said that promotion with customer satisfaction can be said to have a significant influence. The results of the regression model test for all variables show a calculated F value of 24.284 with a significance of 0.000. By using a significance limit of 0.05, the significance value is smaller than 0.05. With a positive coefficient direction, it can be accepted that the hypothesis that price and promotion together have a significant influence on customer satisfaction can be accepted. Based on the results of the study, it can be concluded that the results of the regression test obtained the results of the regression coefficient for the price and promotion variables which have a positive regression coefficient, so it can be said that both variables have a significant influence on increasing customer satisfaction at the Nivia Hotel Medan so it can be said that the first hypothesis proposed is proven to be true


 

##plugins.themes.academic_pro.article.details##

How to Cite
Wahyuni, R. S., Tulim, A., Suwianto, S., & Siagian, S. H. (2024). The influence of pricing strategy on customer satisfaction and loyalty in the hospitality industry. Enrichment : Journal of Management, 14(4), 678-686. https://doi.org/10.35335/enrichment.v14i4.2041

References

Aleksi, M., & Mili, N. (2024). The Mediation Effect of Customer Satisfaction in the Relationship between CSR and Financial Performance : An Empirical Study in Large Companies in Serbia. https://www.mdpi.com/2071-1050/16/18/8113
Amilia, S., & Nst, M. O. A. (2017). Pengaruh Citra Merek, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Handphone Merek Xiaomi di Kota Langsa. Jurnal Manajemen Dan Keuangan Unsam, 6(1), 660–669. https://ejurnalunsam.id/index.php/jmk/article/view/213/160
Anggriani, Y., Koestiono, D., & Andriani, D. R. (2022). the Influence of Product Quality, Price, Location on Purchase Decisions and Purpose of Purchase of Souvenir Products in Sikka Regency, Ntt. Agricultural Social Economic Journal, 22(2), 143–150. https://doi.org/10.21776/ub.agrise.2022.022.2.9
Auliani, N. A., Ahmad, G. N., & Kurnianti, D. (2024). The influence of Company Growth, Corporate Governance, Capital Structure, and Profitability on the vAlue of Infrastrucutre Sector Companies Listed on the BEI for the 2017-2021 Periode. 7(1), 1–23. https://e-journal.uac.ac.id/index.php/iijse/article/view/4575/1607
Bulatnikov, V., & Constantin, C. P. (2023). Assessing Customer Satisfaction to Support Future Improvement Strategies of Healthcare Systems: Evidences from Russia and Romania. Sustainability (Switzerland), 15(19). https://doi.org/10.3390/su151914534
Cahyadi, C. Y., & Keni, K. (2021). Prediksi Kualitas Produk, Citra Merek Dan Kepuasan Pelanggan Terhadap Intensi Membeli Kembali. Jurnal Manajerial Dan Kewirausahaan, 3(4), 914. https://doi.org/10.24912/jmk.v3i4.13432
Djakaria, H., Yani, D. A., Wibowo, T. S., & Iswadi, U. (2024). Effect of Price, Location, And Service Quality on Consumer Satisfaction. 5(1), 548–558. https://journal.yrpipku.com/index.php/msej/article/view/4074/2289
Dollinger, M. J. (2008). Entrepreneurship : strategies and resources. https://zalamsyah.staff.unja.ac.id/wp-content/uploads/sites/286/2019/11/10-Entrepreneurship-Strategies-and-Resources-4th-Ed.-Dollinger.pdf
Fikri, M. R. Al, & Wardi, Y. (2021). Marketing Management Studies. Marketing Management, 2(1), 27–35. https://doi.org/10.24036/jkmp.v4i2.4
Haksever, C., & Render, B. (2013). Service Management (Issue 112). https://ptgmedia.pearsoncmg.com/images/9780133088779/samplepages/0133088774.pdf
Ismail, A., Rose, I. R., Tudin, R., & Dawi, N. M. (2017). Relationship between Service Quality and Behavioral Intentions: The Mediating Effect of Customer Satisfaction. Etikonomi, 16(2), 125–144. https://doi.org/10.15408/etk.v16i2.5537
Karmila, M., Tri Yusnita, R., & Barlian, B. (2023). Influence of Service Quality, Brand Image, and Price on Customer Satisfaction. International Journal of Economics, Business and Accounting Research (IJEBAR), 16(1), 45–62. https://jurnal.stie-aas.ac.id/index.php/IJEBAR/article/view/10342/4116
Kusuma, G. W., Susila, G. P. A. J., Sumadi, K. E., & Yudiaatmaja, F. (2023). The Influence of Store Atmosphere, Product Quality, and Service Quality on Customer Satisfaction (Study on Customers Rumah Kopi Nusantara). Bisma: Jurnal Manajemen, 9(1), 16–21. https://doi.org/10.23887/bjm.v9i1.58873
Manhas, P. S., Sharma, P., & Quintela, J. A. (2024). Product Innovation and Customer Experience: Catalysts for Enhancing Satisfaction in Quick Service Restaurants. Tourism and Hospitality, 5(3), 559–576. https://doi.org/10.3390/tourhosp5030034
Marluthy, A., & Halilah, I. (2019). Peran Kualitas Pelayanan Penyedia Internet Terhadap Kepuasan Pelanggan. Jurnal Riset Bisnis Dan Investasi, 5(1), 33. https://doi.org/10.35697/jrbi.v5i1.1614
Martono, S. (2021). Evaluasi Mutu Layanan Pendidikan Tinggi )Studi Pada Program Akuntansi Fakultas Ekonomi Dan Bisnis Universitas Kristen Satya Wacana). Jurnal Ekonomi, Manajemen, Akuntansi Dan Perpajakan, 4(1), 28–51. http://journal.unika.ac.id/index.php/jemap/article/view/2893/pdf
Mumtaza, D. D., & Bernarto, I. (2022). The Effect Of People, Physical Evidence, Process, and Price Fairness on Patient Satisfaction At ABC Clinic, South Jakarta. JMBI UNSRAT (Jurnal Ilmiah …, 5(1), 949–960. https://ejournal.unsrat.ac.id/index.php/jmbi/article/view/41533%0Ahttps://ejournal.unsrat.ac.id/index.php/jmbi/article/download/41533/38190
Mungkur, E. br, & Nurhayati. (2023). The Influence Of Service Quality, Facilities, And Location On Customer Satisfaction At Pushup Coffee Semarang. International Conference on Digital Advance Tourism, Management and Technology, 1(2), 548–554. https://doi.org/10.56910/ictmt.v1i2.93
Pacana, A., & Siwiec, D. (2024). Predicting Quality of Modified Product Attributes to Achieve Customer Satisfaction. Designs, 8(2). https://doi.org/10.3390/designs8020036
Prasyanti, P. A., Ningrum, N. R., & Basri, A. I. (2021). Pengaruh Store Atmosphere, Kualitas Produk, Kualitas Pelayanan, dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan. Equilibirium: Jurnal Ilmu Manajemen, 1(1), 16–23.
Rachmad Edhie Yoesoep, Sudiarti Sri, Turi Ode La, Fajariana Endah Dewi, Kisworo Yudo, Suryawan Firdiansyah Ryan, Tanadi Hendy, Kusnadi, Susilawati Eka, Yusran Rahmat Rio, Juminawati Sri, Sukrisni Andy, K. S. (2022). Manajemen Pemasaran. In Eureka Media Aksara. https://repository.penerbiteureka.com/publications/558183/manajemen-pemasaran
Saputra, H., Muhazirin, B., & Panjaitan, H. P. (2021). Pengaruh Citra Merek, Kualitas Produk, Kualitas Layanan, Persepsi Harga Dan Tempat Terhadap Minat Beli Konsumen Pada Bakso Sido Kangen Pekanbaru. LUCRUM : Jurnal Bisnis Terapan, 1(1), 48–61. http://www.ejournal.pelitaindonesia.ac.id/ojs32/index.php/lucrum/index
Setiawan, A., Arifin, R., & Asiyah, S. (2020). Pengaruh Harga, Kualitas Produk, Saluran Distribusi, Brand Image, Brand Trust, dan Promosi Terhadap Keputusan Pembelian Kerupuk Rambak Lestari ECO Desa Sambung Tulungangung. Jurnal Ilmiah Riset Manajemen, 9(16), 138–155. www.fe.unisma.ac.id
Weisemina Unmehopa, Y. (2023). Persepsi Konsumen Atas Kualitas Layanan, Kualitas Produk, dan Harga terhadap Loyalitas Pelanggan Caffe Legend Jogja. Jurnal Mantra: Manajemen Strategis, 1(1), 36–54. http://dx.doi.org/10.30588/jmt.v01i01.1250
Yum, K., & Kim, J. (2024). The Influence of Perceived Value, Customer Satisfaction, and Trust on Loyalty in Entertainment Platforms. Applied Sciences (Switzerland), 14(13). https://doi.org/10.3390/app14135763
Zhou, K., & Yao, Z. (2023). Analysis of Customer Satisfaction in Tourism Services Based on the Kano Model.