FACTORS INFLUENCING CUSTOMER SATISFACTION TOWARDS REVISIT INTENTION IN BUDGET HOTEL (CASE STUDY OF REGENCY HOTEL PRINGSEWU)

Abstract

Purpose – The purpose of this study is to analyze factor influencing customer satisfaction towards revisit intention in budget hotel. This topic is important to analyze what factor that influencing customer of budget hotel feel satisfied and do revisit intention, since the trend of budget hotel has risen and has attracted many enthusiast to stay at budget hotel especially in Indonesia. Design/methodology/approach – This research using mixed qualitative and quantitative method. For qualitative method, an interview has been conducted with with general manager and some staff of Regency Hotel Pringsewu. For quantitative method, a questionnaire with the total of 19 statement was distributed through digital to the customer of Regency Hotel Pringsewu. This study was collected from 80 respondents that met the criteria. First the author checked the data for its construct validity and reliability, and then tested the hypothesis by using SmartPLS as the tools. Findings – Based on the research, service quality has no significant impact on customer satisfaction. But price significantly influence customer satisfaction, promotion significantly influence customer satisfaction, and customer satisfaction significantly influence revisit intention. Originalitu/value – Originality of this research is in the finding out the role of service quality, price, promotion that influence customer satisfaction and revisit intention of budget hotel customers.