Analisis Kualitas Pelayanan Dan Pengalaman Pelanggan Terhadap Kepuasan Konsumen Pada Hotel Oyo Di Kecamatan Medan Baru

Abstract

This study aims to analyze the service quality and customer experience in relation to consumer satisfaction at OYO Hotels in the Medan Baru District. In the context of increasingly fierce competition in the hospitality industry, the research identifies two main variables: service quality and customer experience. The research method employed is quantitative with an associative approach, involving 265 respondents selected through accidental sampling. Data were collected using a Likert-scale questionnaire to measure respondents’ perceptions of the two variables and consumer satisfaction. The analysis results show that service quality has a positive and significant effect on consumer satisfaction, with a t-value of 1.829 > t-table 1.969 and a p-value of 0.009 < 0.05. Reliability, responsiveness, and empathy were identified as key factors influencing satisfaction. Additionally, customer experience also shows a positive and significant effect, with a t-value of 2.046 > t-table 1.969 and a p-value of 0.002 < 0.05, where emotional and interactional dimensions strongly contribute to customers’ positive perceptions. Simultaneously, both variables have a significant impact on consumer satisfaction. This study recommends that OYO Hotel management continuously improve service quality and customer experience to achieve higher satisfaction levels and enhance competitiveness in the hospitality market.