The Effect of Room Prices and Hotel Facilities on Customer Satisfaction

Abstract

            The hospitality industry in Indonesia has experienced rapid development, driven by the increasing growth of tourism activities and competitive market dynamics. Hotel managers are therefore required to maintain appropriate pricing strategies and provide adequate facilities to ensure customer satisfaction. This study aims to examine the influence of room price and hotel facilities on customer satisfaction at Wayame Bay Hotel Ambon, representing the hospitality sector in an island-based regional context. This research employed a quantitative explanatory design with 100 respondents selected using purposive sampling. Data were collected through a Likert-scale questionnaire, observations, and brief interviews, and analyzed using multiple linear regression with SPSS version 25. The results revealed that both room price (p = 0.017) and hotel facilities (p = 0.044) significantly and positively affect customer satisfaction, either partially or simultaneously. The coefficient of determination (R² = 0.647) indicates that 64.7% of satisfaction variance is explained by the two independent variables. The findings emphasize that price fairness and facility quality are crucial factors influencing satisfaction. This study contributes to hospitality literature by offering empirical evidence from Eastern Indonesia and suggests that balanced pricing and continuous facility improvement are vital strategies for enhancing customer satisfaction in regional hotel markets.