Pengaruh Citra Merk, Word Of Mouth, dan Kualitas Pelayanan terhadap Kepuasan Konsumen di Hotel Noormans Semarang
DOI:
https://doi.org/10.55606/jurima.v6i2.7076Keywords:
brand image, word of mouth, service quality, customer satisfactionAbstract
Quality on customer satisfaction at Hotel Noormans Semarang. The research method used is quantitative with multiple linear regression analysis. Data was collected through questionnaires distributed to 100 respondents, who are customers who have stayed at Hotel Noormans Semarang. The results of the study show that brand image, word of mouth, and service quality significantly affect customer satisfaction. A 1% increase in brand image leads to a 0.324% increase in customer satisfaction, word of mouth has an effect of 0.273%, and service quality affects 0.202%. Simultaneously, these three variables significantly influence customer satisfaction. This study contributes to the development of marketing strategies in the hospitality industry, especially in enhancing customer satisfaction through managing brand image, promoting through word of mouth, and improving service quality.
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