Pengaruh Kualitas Layanan dan Citra Merek dalam Meningkatkan Kepuasan Tamu Hotel Santika

https://doi.org/10.35912/sakman.v5i1.4243
Published: Jul 12, 2025

Abstract:

Purpose: This research aims to determine the effect of service quality and brand image on increasing guest satisfaction at Hotel Santika Palu.

Methodology: The population in this study were visitors who stayed at the Hotel Santika Palu, the sampling technique was nonprobability sampling using Purposive sampling, the final sample was 90 respondents. This study used a quantitative approach method. Multiple linear regression analysis test was used in this study using the spss application version 24.0

Results: These results indicate that service quality and brand image have a positive and significant effect on increasing customer satisfaction, service quality has a positive and significant effect on increasing customer satisfaction and brand image has a positive and significant effect on increasing customer satisfaction. Thus, increasing both variables has the potential to strengthen guest satisfaction and increase their chances of returning to stay at Hotel Santika Palu in the future.

Conclusion: The study concludes that service quality and brand image are critical factors in improving guest satisfaction. Strengthening these elements can enhance guest experiences and loyalty, which is essential for maintaining competitive advantage in the hospitality industry.

Limitations: The limitation of this research is that it was only conducted at one hotel, namely Hotel Santika Palu, so the results cannot be generalized to other hotels with different characteristics or in different locations.

Contribution: This research has implications for the importance of improving service quality and strengthening brand image as the main strategy in efforts to increase guest satisfaction.

Keywords:
1. Brand Image
2. Consumer Satisfaction Satisfaction
3. Service Quality
Authors:
1 . Novi Andriani
2 . Adfiyani Fadjar
3 . Muzakir Muzakir
4 . Rachman Tambaru
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How to Cite
Andriani, N. ., Fadjar, A. ., Muzakir, M., & Tambaru, R. . (2025). Pengaruh Kualitas Layanan dan Citra Merek dalam Meningkatkan Kepuasan Tamu Hotel Santika . Studi Akuntansi, Keuangan, Dan Manajemen, 5(1), 173–185. https://doi.org/10.35912/sakman.v5i1.4243
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Vol. 5 No. 1 (2025): Juli
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    Bachri, S., Putra, S. M., Farid, E. S., Darman, D., & Mayapada, A. G. (2023). The Digital Marketing To Influence Customer Satisfaction Mediated By Purchase Decision. Jurnal Aplikasi Manajemen, 21(3), 578–592. https://doi.org/10.21776/ub.jam.2023.021.03.03

    Basit, A., & Handayani, R. (2018). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pada Allium Tangerang Hotel. LONTAR: Jurnal Ilmu Komunikasi, 6(2), 70–78. https://doi.org/10.30656/lontar.v6i2.954

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  1. Adam, R. P., Suardi, & Lahay, M. (2023). Pricing strategy and marketing distribution channels on customer satisfaction and purchasing decision for green products. Uncertain Supply Chain Management, 11(4), 1467–1476. https://doi.org/10.5267/j.uscm.2023.7.022
  2. Al-Laymoun, M., Alsardia, K., & Albattat, A. (2020). Service quality and tourist satisfaction at homestays. Management Science Letters, 10(1), 209–216. https://doi.org/10.5267/j.msl.2019.8.002
  3. Andrian, W., & Fadillah, A. (2021). Pengaruh Citra Merek, Pengalaman Merek, Dan Nilai Pelanggan Terhadap Kepuasan Pelanggan Airasia. Jurnal Ilmiah Pariwisata Kesatuan, 2(1), 53–60. https://doi.org/10.37641/jipkes.v2i1.586
  4. Ardiani, S., Sarikadarwati, Yulsiati, H., & Sandrayati. (2020). The Effect of Hospital Image and Service Quality on Customer Loyalty Through Customer Satisfaction. Atlantis Press, 431(First 2019), 84–87. https://doi.org/10.2991/assehr.k.200407.015
  5. Bachri, S., Putra, S. M., Farid, E. S., Darman, D., & Mayapada, A. G. (2023). The Digital Marketing To Influence Customer Satisfaction Mediated By Purchase Decision. Jurnal Aplikasi Manajemen, 21(3), 578–592. https://doi.org/10.21776/ub.jam.2023.021.03.03
  6. Basit, A., & Handayani, R. (2018). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pada Allium Tangerang Hotel. LONTAR: Jurnal Ilmu Komunikasi, 6(2), 70–78. https://doi.org/10.30656/lontar.v6i2.954
  7. Cuong, D. T., & Long, N. T. (2020). The impact of Service Quality and Brand Image on Customer Satisfaction and Behavioral Intention in Vietnam Fashion Market. TEST Engineering & Management, 83(389), 389–398.
  8. Darman, Bachri, S., & Rombe, E. (2021). Entrepreneurial marketing and entrepreneurial financing practices of startup business. Espacios, 42(04), 1–7. https://doi.org/10.48082/espacios-a21v42n04p01
  9. Efendi, N., Lubis, T. W. H., & Ginting, S. O. (2023). Pengaruh Citra Merek, Promosi, Kualitas Pelayan Dan Store Atmosphere Terhadap Kepuasan Konsumen. Jurnal Ekonomi, 28(2), 197–215. https://doi.org/10.24912/je.v28i2.1626
  10. Fadjar, A., Hartini, S., & Astuti, S. W. (2022). Instagram Usage Behavior: Does It Aim to Look More Attractive? Quality - Access to Success, 23(190), 226–232. https://doi.org/10.47750/qas/23.190.24
  11. Fattah, V., Bachri, S., Sutomo, M., Farid, & Farid, E. S. (2024). Banking on Belief: Investigating the Influence of Religiosity on Sharia Banking Adoption. Jurnal Aplikasi Manajemen, 22(2), 364–379. https://doi.org/10.21776/ub.jam.2024.022.02.06
  12. Gunardi, C. G., & Erdiansyah, R. (2019). Pengaruh Citra Merek dan Kualitas Pelayanan terhadap Kepuasan Pelanggan Restoran Mangkok Ku. Prologia, 3(2), 456–463. https://doi.org/10.24912/pr.v3i2.6387
  13. Hasanuddin, B., Mustainah, M., & Buntuang, P. C. D. (2021). The influence of servant leadership on job satisfaction with individual character as a moderating variable. Problems and Perspectives in Management, 19(1), 445–455. https://doi.org/10.21511/ppm.19(1).2021.37
  14. Ibama, H., OnajiteLolia, E., & Gibson, O. C. (2022). Customer Perceived Value and Customer Satisfaction of Hotels in Port Harcourt , Nigeria. South Asian Journal of Marketing & Management Research (SAJMMR), 12(1–2), 75–95. https://doi.org/10.5958/2249-877X.2022.00010.8
  15. Ibrahim, A. I., Setiawan, M., Noermijati, & Rahayu, M. (2024). Hr Innovation in Mediating Entrepreneurial Motivation in Improving the Competitive Ability of Palu Fried Onions Msmes. Business, Management and Economics Engineering, 22(1), 77–95. https://doi.org/10.3846/bmee.2024.19933
  16. Indrasari, M. (2019). Pemasaran dan kepuasan pelanggan. In Unitomo Press (1st ed.). Unitomo Press.
  17. Jacksen, Chandra, T., & Putra, R. (2021). Service Quality and Brand Image on Customer Satisfaction and Customer Loyalty At Pesonna Hotel Pekanbaru. Journal of Applied Business and Technology, 2(2), 142–153. https://doi.org/10.35145/jabt.v2i2.70
  18. Jiang, Q., Deng, L., & Yang, C. (2023). The Impact Mechanism of Consumer’s Initial Visit to an Automobile 4S Store on Test Drive Intention: Product Aesthetics, Space Image, Service Quality, and Brand Image. Behavioral Sciences, 13(8), 1–16. https://doi.org/10.3390/bs13080673
  19. Kahar, A., Furqan, A. C., & Tenripada, T. (2023). the Effect of Budget, Audit and Government Performance: Empirical Evidence From Indonesian Regional Governments. Economy of Regions, 19(1), 289–298. https://doi.org/10.17059/EKON.REG.2023-1-22
  20. Kasinem, K. (2020). Pengaruh Kepercayaan dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Hotel Bukit Serelo Lahat. Jurnal Media Wahana Ekonomika, 17(4), 329–339. https://doi.org/10.31851/jmwe.v17i4.5096
  21. Kesuma, E., Amri, & Shabri, M. (2015). Pengaruh Kualitas Pelayanan Dan Kepercayaan Terhadap Kepuasan Pelanggan Pada Sulthan Hotel Banda Aceh. Jurnal Administrasi Dan Manajemen, 4(4), 176–192.
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  24. Kusmadeni, D. (2020). Analisis Pengaruh Kualitas Pelayanan , Promosi dan Citra Merek Terhadap Kepuasan Pelanggan?; Sebuah Studi Pada Usaha Perhotelan di Kota Pangkalpinang. 7(1), 7–14.
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  26. Lahap, J., Ramli, N. S., Said, N. M., Radzi, S. M., & Zain, R. A. (2016). A Study of Brand Image towards Customer’s Satisfaction in the Malaysian Hotel Industry. Procedia - Social and Behavioral Sciences, 224(6), 149–157. https://doi.org/10.1016/j.sbspro.2016.05.430
  27. Maharani, O. R., Wijayanto, H., & Abrianto, T. H. (2020). Pengaruh Citra Merek dan Kualitas Produk pada Kepuasan Konsumen Dimoderasi Oleh Loyalitas (Studi Kasus pada Lipstick Wardah). Kaos GL Dergisi, 4(1), 97–111. https://doi.org/10.1016/j.jnc.2020.125798%0Ahttps://doi.org/10.1016/j.smr.2020.02.002%0Ahttp://www.ncbi.nlm.nih.gov/pubmed/810049%0Ahttp://doi.wiley.com/10.1002/anie.197505391%0Ahttp://www.sciencedirect.com/science/article/pii/B9780857090409500205%0Ahttp:
  28. Mohammad, A. A. A., Elshaer, I. A., Azazz, A. M. S., Kooli, C., Algezawy, M., & Fayyad, S. (2024). The Influence of Social Commerce Dynamics on Sustainable Hotel Brand Image, Customer Engagement, and Booking Intentions. Sustainability, 16(14), 1–18. https://doi.org/10.3390/su16146050
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  30. Putri, D. E., Sudirman, A., Suganda, A. D., Kartika, R. D., Martini, E., Susilowati, H., Trenggana, A. F. M., Zulfikar, R., & Handayani, T. (2021). Brand Marketing (Pertama). Penerbit Widina Bhakti Persada. https://books.google.co.id/books?id=YVJFEAAAQBAJ
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  32. Sarifuddin, Raheni, C., Putra, S. M., & Lilik, N. N. (2022). Pengaruh Nilai Pelanggan dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pada Jasa Makeup. Jurnal Sinar Manajemen, 9(2), 272–277. https://doi.org/10.56338/jsm.v9i2.2614
  33. Simarmata, H. M. P., Saragih, D. Y., & Panjaitan, N. J. (2017). Peningkatam Kualitas Layanan untuk Kepuasan Pelanggan Hotel. EK & BI, 43–51.
  34. Sugiyono, P. D. (2019). Metode Penelitian Kuantitatif Kualitatif dan R&D (M. Dr. Ir. Sutopo. S. Pd. In ALFABETA, cv.
  35. Sulistiyowati, W. (2018). Kualitas Layanan: Teori Dan Aplikasinya (S. Budi, santika & M. Tanzil, Multazam (eds.); 1st ed., Issue 112). UMSIDA Press.
  36. Sumani, S., Awwaliyah, I. N., Suryaningsih, I. B., & Nurdin, D. (2022). Financial Behavior on Financial Satisfaction and Performance of the Indonesian Batik Industry. Jurnal Aplikasi Manajemen, 20(4). https://doi.org/10.21776/ub.jam.2022.020.04.06
  37. Suparman, Sading, Y., Sutomo, M., & Muzakir. (2024). Unveiling Indonesia’s poverty dynamics: Analyzing the structural impact of the tourism sector on poverty depth and severity. Journal of Infrastructure, Policy and Development, 8(5), 1–13. https://doi.org/10.24294/jipd.v8i5.3799
  38. Sutomo, M., Wahyuningsih, Muslimin, Mangun, N., Rombe, E., & Fattah, vitayanti. (2024). Optimization of Pentahelix Collaboration in Tourism Development Management:Effective Strategies to Overcome Poverty. Jurnal Konsep Bisnis Dan Manajemen, 10(2), 237–250. https://doi.org/10.31289/jkbm.v10i2.11850
  39. Thahir, H., Hadi, S., Zahra, F., Arif, I., & Rombe, E. (2022). Strengthening effects of managerial innovativeness in promoting sustainable supply chain management in tourism business. Uncertain Supply Chain Management, 10(3), 923–932. https://doi.org/10.5267/j.uscm.2022.3.002
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