PENGARUH KUALITAS LAYANAN DAN KEPERCAYAAN TERHADAP KEPUASAN PELANGGAN PADA SERAYU HOMESTAY SYARIAH

This study aims to determine the influence of service quality and customer trust on visitor satisfaction at Serayu Homestay Syariah in Malang City. The type of research used is quantitative research with an associative approach. Primary data were obtained through questionnaires distributed to 119 respondents who were visitors of Serayu Homestay Syariah, using a purposive sampling technique. Data analysis was conducted using multiple linear regression with the assistance of SPSS version 22. The results of the study indicate that service quality has a positive and significant effect on customer satisfaction, and customer trust also has a positive and significant effect on customer satisfaction. This means that both independent variables contribute significantly to increasing customer satisfaction at Serayu Homestay Syariah. The coefficient of determination (R²) shows that 32.8% of the variation in customer satisfaction can be explained by service quality and trust, while the remaining 67.2% is influenced by other factors outside the study. The dominant test results show that service quality is the most influential variable on customer satisfaction. Thus, it can be concluded that the better the service quality provided and the higher the customer trust, the higher the level of customer satisfaction at Serayu Homestay Syariah. Therefore, the homestay owner is expected to continuously improve service quality and maintain customer trust to create a satisfying lodging experience.