ANALYSIS OF MARKETING STRATEGY ON CUSTOMER SATISFACTION AT SIKUMBANG HOTEL IN TOMONI EAST LUWU

Abstract

The public is increasingly critical in obtaining the best service in a hotel, creating tight competition in winning the market or customers. This is also felt by the manager of the SiKumbang Tomoni Hotel, East Luwu. To survive in this competition, a good marketing strategy is needed. This research aims to analyze the influence of marketing strategies which include marketing mix and service quality on customer satisfaction. This research uses a quantitative approach with a survey method involving 100 respondents. Data was collected through a questionnaire that had been tested for validity and reliability. The data analysis technique used is multiple regression analysis and analyzed using the SmartPLS statistical tool. The research results show that the marketing mix and service quality have a significant positive effect on customer satisfaction. Among the marketing mix components, promotion has the most dominant influence, while on service quality, the empathy dimension shows the greatest influence on customer satisfaction. These findings indicate the importance of marketing mix strategies and improving service quality to achieve optimal customer satisfaction. Implementing an effective marketing mix and increasing empathy aspects in service can improve the overall customer experience and encourage customer satisfaction.