PENGARUH KUALITAS LAYANAN, PERSEPSI NILAI PELANGGAN DAN LOKASI PADA KEPUASAN PELANGGAN HOMESTAY PAGUPON CAMP BATU MALANG

The growth of the tourism sector is inseparable from the development of the hotel and accommodation industry, including homestays, which are a primary choice for tourists, offering a more intimate stay experience with nature and local culture. This study aims to analyze the influence of service quality, customer value perception, and location on customer satisfaction at Pagupon Camp Batu Malang Homestay. The management need particularly in the homestay sector, which demands managers to be able to provide added value to customers. Customer satisfaction is seen as a strategic factor that determines business sustainability, customer loyalty, and the image of a tourist destination. This study uses a quantitative approach with a survey method by distributing questionnaires to Pagupon Camp Batu Malang customers. The sampling technique used was simple random sampling with a total of 119 respondents. Data were analyzed using multiple linear regression to determine the partial and simultaneous effects of the independent variables on the dependent variable. The results show that service quality, customer value perception, and location simultaneously have a significant effect on customer satisfaction. Partially, service quality and location have a more dominant influence than customer value perception. These findings indicate that consistent improvement in service quality, strategic location management, and the creation of overall customer perceived value are key to increasing homestay customer satisfaction. This study is expected to provide theoretical contributions in the development of service marketing studies as well as practical benefits for homestay managers in formulating strategies to improve customer satisfaction.