PENGARUH STRATEGI DIFERENSIASI TERHADAP KEPUASAN KONSUMEN HOTEL JATRA PEKANBARU

Abstract

Differentiation strategy is a strategy that saw that the resulting product has a different
and unique compared to other similar products . The stages of differentiation strategy
in this stage is the differentiation of products / services , image differentiation and
differentiation of personnel . Customer satisfaction is the level of consumer feeling
after using a product if the product has met what diharakannya . Where the customer
satisfaction is considered there are five aspects , namely the reliability of the hotel ,
the hotel responsiveness , assurance given to the employees of the hotel , the hotel
staff 's attention to hotel guests and physical appearance .
Grand Jatra Hotel Pekanbaru is the accommodation establishments located
in Pekanbaru , where this hotel is a five-star hotel . The hotel is located center of the
city and within easy reach of entertainment and spending . As hotels classified in
five-star hotel , the Hotel Grand Jatra Hotel Pekanbaru is adequate with a strategic
location that is in the city center , has interesting buildings and facilities - fsilitas
fairly complete. Based on the analysis of this study showed that the differentiation
strategy has a positive influence on consumer kepuasn Jatra Hotel Pekanbaru . Hi
This can be seen from the analysis are known from the t ( 39.480 ) > t table ( 3.920 )
and sig ( 0,000 ) < 0.05 . So the hypothesis that there is a differentiation strategy to
influence consumer satisfaction can be accepted .
Keywords : Differentiation Strategy , Customer Satisfaction