Pengaruh Pengaruh SERVQUAL (Layanan Attendant Stateroom) dan Tarif Terhadap Kepuasan Tamu di Kapal Pesiar Icon of the Seas

This study aims to examine the effect of service quality, particularly stateroom attendant services, and pricing on customer satisfaction aboard the Icon of the Seas cruise ship. A quantitative research approach with a survey method was employed. The study involved 68 respondents selected using purposive sampling. Data were analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression analysis with the assistance of IBM SPSS Statistics. The findings indicate that service quality has a positive and significant effect on customer satisfaction, with a regression coefficient of 0.364 and a significance value of 0.002. Pricing also has a positive and significant effect on customer satisfaction, with a regression coefficient of 0.472 and a significance value of 0.000. Simultaneously, service quality and pricing significantly influence customer satisfaction, as indicated by an F-value of 91.451 and a significance level of 0.000. The coefficient of determination (Adjusted R²) of 0.730 indicates that 73% of customer satisfaction is explained by service quality and pricing, while the remaining 27% is influenced by other factors. These findings suggest that improving stateroom attendant service quality and implementing appropriate pricing strategies are essential to enhancing customer satisfaction aboard the Icon of the Seas cruise ship.