J u n a l E K B I S / V o l . X V I I / N o . 1 E d i s i M a r e t 2 0 1 7

Hotel merupakan salah satu alternatif penginapan yang cukup diminati oleh masyarakat pendatang, oleh karena itu harga sangat berpengaruh untuk memikat para konsumen untuk menginap. Dalam dunia pemasaran konsumen adalah faktor utama dalam keberhasilan usaha. Permasalahan dalam penelitian ini adalah apakah harga kamar (X 1) dan fasilitas hotel (X 2) berpengaruh secara parsial maupun simultan terhadap kepuasan konsumen di Shangrila Hotel Surabaya dan variabel manakah yang paling dominan mempengaruhi kepuasan konsumen di Shangrila Hotel Surabaya. Penelitian ini merupakan penelitian kuantitatif, dengan menggunakan analisis data sebagai berikut : Uji Validitas, Uji Realibilitas, Regresi Linier Berganda, Uji t dan Uji F. Dari hasil yang diperoleh dengan uji validitas dengan r tabel sebesar 0,234 dan semua variabel dinyatakan valid karena > r tabel. Uji reliabilitas juga menyatakan reliabel karena > 0,6. Hasil regresi linier berganda Y = 2,988 + 0,541 (X 1) + 0,204 (X 2), menunjukkan bahwa harga kamar lebih dominan dalam mempengaruhi kepuasan konsumen. Penentuan hasil uji koefisien determinasi menunjukkan 43% kepuasan konsumen dipengaruhi oleh harga kamar dan fasilitas hotel, 57% sisanya dipengaruhi oleh variabel lain (pelayanan, lokasi dan promosi). Hasil uji t menunjukkan harga kamar (5,909) dan fasilitas hotel (2,284) > t tabel (1,955) ini menunjukkan H 0 ditolak dan H a diterima. Hasil uji F menunjukkan F hitung (27.421) > F tabel (3,11), ini berarti H 0 ditolak H a diterima. Dari penelitian dapat disimpulkan bahwa harga kamar dan fasilitas hotel memiliki pengaruh yang signifikan terhadap kepuasan konsumen baik secara parsial maupun secara simultan, dan variabel yang paling dominan adalah harga kamar.

ABSTRAK

The purpose of this research is to know the Brand Image, Beuaty Influencer and Social Media Instagram have an influence on purchasing decisions. Consumers who want to buy and use  MS Glow products in Lamongan are the population in this study. Sampling using nonprobability sampling technique by taking a sample of 100 respondents. This research is a quantitative research. Based on the results of the t test, Brand Image states that it has a positive and significant effect on purchasing decisions, while there is no positive and significant effect on Beuaty Influencers onSocial Media Instagrampurchasing decisions ,, has a positive and significant effect. Meanwhile, when tested with the N test, the F Brand Image, Beuaty Influencer and Social Media Instagram simultaneously had a positive and significant effect on purchasing decisions.

Employees are the main asset of the company who become planners and active actors of every organizational activity. They have the thoughts, feelings, desires of status, and educational background, age, and gender that are heterogeneous which are brought to the company organization. Employees are not machines, money, and materials that are passive in nature and can be fully controlled and regulated in order to support the achievement of company goals. The purpose of this study was to partially determine the variables of skills and work ethic factors on productivity at CV Mandiri Trans in Surabaya, to determine the simultaneous influence of the variables of skills and work ethic factors on productivity and to determine the variables of skills and factors. Work ethic that has the most dominant influence on productivity at CV Mandiri Trans in Surabaya. The population in this study amounted to 30 so that the samples taken were all the numbers of the population using saturated sampling techniques. The data analysis method used was the validity test, reliability test, multiple linear regression analysis, t test and F test. The results obtained in this study were Y = 4.851 + 0.355 X1 + 0.515X2 so that it states that the most dominant variable affects Work productivity is a work ethic variable with a regression coefficient of 0.515.