Pengaruh Customer Relationship Management dan Service Excellent terhadap Kepuasan Tamu Menginap di Hotel Four Points by Sheraton Medan

Abstract

Skripsi yang berjudul “Pengaruh Customer Relationship Management dan Service Excellent Terhadap Kepuasan Tamu Menginap di Hotel Four Points By Sheraton Medan”. Pendekatan yang digunakan dalam penelitian ini adalah pendekatan asosiatif. Populasi dalam penelitian ini adalah seluruh pelanggan pada Hotel Four Points By Sheraton Medan, sedangkan sampel yang memenuhi kriteria penarikan sampel pengamatan yang dilakukan berjumlah 113 orang dengan teknik sampel random sampling dengan perhitungan Tabel Yount. Teknik pengumpulan data menggunakan angket yang diuji validitas dan reliabilitas. Teknik analisis data penelitian ini menggunakan Uji Asumsi Klasik, Regresi Berganda, Pengujian Hipotesis (Uji t dan Uji F), dan Koefisien Determinasi. Hasil penelitian ini membuktikan bahwa secara parsial Customer Relationship Management (CRM) berpengaruh signifikan terhadap Kepuasan Tamu, dan Service Excellent berpengaruh signifikan terhadap Kepuasan Tamu. Secara simultan Customer Relationship Management (CRM) dan Service Excellent berpengaruh signifikan terhadap Kepuasan Tamu. Thesis entitled "The Influence of Customer Relationship Management and Excellent Service on Guest Satisfaction Staying at the Four Points Hotel By Sheraton Medan". The approach used in this study is an associative approach. The population in this study were all customers at the Four Points By Sheraton Hotel Medan, while the sample that met the criteria for sampling the observations made was 113 people using a random sampling technique using Yount's table calculations. The data collection technique used a questionnaire that was tested for validity and reliability. The data analysis technique used in this study was the Classical Assumption Test, Multiple Regression, Hypothesis Testing (t-test and F-test), and the Coefficient of Determination. The results of this study prove that partially Customer Relationship Management (CRM) has a significant effect on Guest Satisfaction, and Service Excellent has a significant effect on Guest Satisfaction. Simultaneously, Customer Relationship Management (CRM) and Service Excellent have a significant effect on Guest Satisfaction.