Pengaruh Brand Image dan Kualitas Pelayanan Terhadap Kepuasan Tamu di Green Kubu Cafe Gianyar Bali
DOI:
https://doi.org/10.51713/jotis.2024.4235Keywords:
brand image, service, guest satisfaction, green kubu caféAbstract
Bali is a tourism icon in Indonesia, as well as one of the world's tourist attractions. Bali is also known as the Island of a Thousand Temples and the Island of the Gods. With a variety of natural wealth, art, culture, as well as its uniqueness and traditions. Green Kubu Cafe is located in the Tegallalang area, precisely on Jl. Cinta, Br. Pejengaji, Tegallalang District, Gianyar Regency, Bali. Green Kubu Cafe offers local, national and international culinary sensations. In this study using quantitative research, the location of this research was conducted at Green Kubu Cafe Gianyar Bali. Data collection methods in the study were carried out by distributing questionnaires, observations, interviews and literature studies to support this research, while data analysis techniques in this study used multiple linear regression analysis. The results in this study indicate that 1) The effect of brand image on guest satisfaction at Green Kubu Cafe Gianyar Bali, has an influence with a significance level of 0.004. this means that the brand image variable (X1) has an effect on guest satisfaction (Y) 2) The effect of service quality on guest satisfaction at Green Kubu Cafe Gianyar Bali has an influence with a significance level of 0.004. this means that the service quality variable (X2) has an effect on guest satisfaction (Y) 3) The effect of brand image and service quality on guest satisfaction at Green Kubu Cafe Gianyar Bali, on the brand image variable (X1) and the service quality variable (X2) the results of testing with SPSS on guest satisfaction (Y) obtained the value t count = 6.326 with a significance level of 0.004 has a significant effect.
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