Analisis Pengaruh Kualitas Pelayanan, Harga Dan Citra Merek Terhadap Keputusan Tamu Menginap Di Hotel Aryaduta Menteng Jakarta Pusat

hasiholan, jonathan samuel (2026) Analisis Pengaruh Kualitas Pelayanan, Harga Dan Citra Merek Terhadap Keputusan Tamu Menginap Di Hotel Aryaduta Menteng Jakarta Pusat. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan, harga, dan citra merek terhadap keputusan tamu menginap di Hotel Aryaduta Menteng Jakarta Pusat. Penelitian ini dilatarbelakangi oleh penurunan tingkat hunian hotel dalam beberapa tahun terakhir di tengah meningkatnya persaingan industri perhotelan di wilayah pusat kota Jakarta, sehingga diperlukan pemahaman berbasis data mengenai faktor-faktor yang memengaruhi keputusan tamu. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data diperoleh melalui penyebaran kuesioner kepada 60 responden yang merupakan tamu yang pernah menginap di Hotel Aryaduta Menteng, dengan instrumen penelitian menggunakan skala Likert lima tingkat. Data dianalisis menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, serta analisis regresi linier berganda. Hasil analisis menunjukkan bahwa secara parsial kualitas pelayanan, harga, dan citra merek berpengaruh positif dan signifikan terhadap keputusan tamu menginap. Hasil uji simultan juga menunjukkan bahwa ketiga variabel independen tersebut secara bersama-sama berpengaruh signifikan terhadap keputusan tamu menginap. Nilai koefisien determinasi yang ditunjukkan oleh Adjusted R Square sebesar 0,793 mengindikasikan bahwa kualitas pelayanan, harga, dan citra merek mampu menjelaskan sebesar 79,3 persen variasi keputusan tamu menginap, sedangkan sisanya 20,7 persen dijelaskan oleh faktor lain di luar model penelitian. Temuan ini menunjukkan bahwa peningkatan kualitas pelayanan, penetapan harga yang sesuai dengan persepsi nilai tamu, serta penguatan citra merek merupakan faktor strategis yang berperan penting dalam meningkatkan keputusan tamu untuk menginap. Implikasi penelitian ini diharapkan dapat menjadi dasar pertimbangan bagi manajemen Hotel Aryaduta Menteng dalam merumuskan strategi peningkatan layanan dan pemasaran yang lebih efektif guna meningkatkan daya saing hotel. Kata kunci : citra merek, harga, keputusan menginap, kualitas pelayanan / This study aims to analyze the effect of service quality, price, and brand image on guests’ decisions to stay at Hotel Aryaduta Menteng, Central Jakarta. This research is motivated by the decline in hotel occupancy rates over the past few years amid increasing competition in the hospitality industry in Jakarta’s central business area, which highlights the need for a data-driven understanding of the factors influencing guests’ decisions. This study employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to 60 respondents who had previously stayed at Hotel Aryaduta Menteng, with the research instrument using a five-point Likert scale. The data were analyzed using validity tests, reliability tests, classical assumption tests, and multiple linear regression analysis. The results of the analysis indicate that service quality, price, and brand image each have a positive and significant effect on guests’ decisions to stay. The simultaneous test results also show that the three independent variables collectively have a significant effect on guests’ decisions to stay. The coefficient of determination, as indicated by an Adjusted R Square value of 0.793, suggests that service quality, price, and brand image explain 79.3 percent of the variation in guests’ stay decisions, while the remaining 20.7 percent is explained by other factors outside the research model. These findings demonstrate that improving service quality, setting prices in accordance with guests’ perceived value, and strengthening brand image are strategic factors that play an important role in increasing guests’ decisions to stay. The implications of this study are expected to serve as a basis for consideration for the management of Hotel Aryaduta Menteng in formulating more effective service improvement and marketing strategies to enhance the hotel’s competitiveness. Keywords: brand image, price, service quality, stay decision

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