Quality Service and Strategic Location Boost Customer Satisfaction at Berastagi Lodging Industry

Multitech Publisher Rabu, Juli 15, 2026
Image illustration by AI

FORMOSA NEWS - Berastagi - Competition in the hospitality sector within the Berastagi District, Karo Regency, North Sumatra has intensified significantly due to a steady influx of tourists. In response to this shifting market, a new scientific study conducted by researchers from Universitas Quality Berastagi has successfully identified the critical core drivers behind successful mid-scale accommodation management. The empirical research, spearheaded by Iorina Nerangisa Br Ginting, Ingan Ukur Br Sitepu, and Benni Purba from October 2025 to February 2026, proves that the interaction between superior service quality and strategic site location simultaneously contributes 78.6 percent to driving customer satisfaction at the Serdika Pavilion Berastagi Inn. These findings offer an essential tactical blueprint for local tourism operators aiming to protect consumer loyalty amid volatile market demand.

The backdrop of this study is rooted in practical commercial dynamics observed throughout 2024. The Berastagi tourism landscape, surrounded by iconic travel destinations such as Gundaling Hill, Taman Alam Lumbini, and Mount Sibayak, demands that lodging managers offer an integrated accommodation experience rather than just a basic place to rest. Initial field observations by the research team detected sharp fluctuations in guest visits at the Serdika Pavilion Berastagi Inn during 2024, where monthly numbers plummeted from 111 visitors in January to just 50 by December. This steep drop highlighted the presence of underlying operational bottlenecks requiring systematic academic evaluation, particularly across service delivery and accessibility benchmarks.

To diagnose the core of the problem, the Universitas Quality Berastagi research team deployed a structured quantitative methodology with a descriptive framework. From a total recorded population of 1,201 guests throughout 2024, researchers drew a sample size of 92 respondents using the Slovin formula with a 10 percent margin of error tolerance. Primary data collection was executed directly at the lodging facility located at 227 Perwira Street, Gundaling I Village, utilizing a structured five-point Likert scale questionnaire, in-depth interviews, and direct field observations. The gathered data was then digitally processed via SPSS statistical software through a series of classical assumption tests, validity testing, reliability verifications, and multiple linear regression analysis to ensure objective, bias-free results.

Based on the verified statistical outputs, the study revealed three primary breakthroughs that are crucial for modern services marketing management:

  • Dominant Impact of Service Quality (Partial Analysis): Evaluation via the t-test proved that service quality has a highly significant positive effect on consumer satisfaction, yielding a t-value of 5.388, well above the baseline t-table requirement of 1.661. The absolute significance level of 0.000 indicates that every single-unit upgrade in service attributes directly triggers a 0.579-unit increase in customer satisfaction.
  • Strategic Role of Access and Location Facilities (Partial Analysis): Location proved to be the next vital pillar, securing a t-value of 3.885, which also comfortably outpaced the t-table threshold. Specifically, each enhancement made to the location variables boosts consumer satisfaction metrics by 0.397 units at a 0.000 level of significance.
  • Synergistic Effect of Service Quality and Location (Simultaneous Analysis): When tested together via the F-test, both independent variables produced a substantial F-value of 163.831 compared to the nominal F-table demand of 3.10. The coefficient of determination (R Square) reached 0.786, showing that the combination of service and location commands a dominant 78.6 percent influence over guest satisfaction, while the remaining 21.4 percent is determined by external elements outside the scope of this project.

The research team noted that service quality excellence in this study is anchored by five primary pillars: tangibility (cleanliness of rooms and amenities), reliability of staff, responsiveness to customer grievances, assurance of safety, and staff empathy. Concurrently, the location variable was measured through ease of transport access, visibility from primary transit roads, the comfort of the surrounding environment, and the availability of adequate vehicle parking spaces for both motorcycles and cars.

The implications of this tourism research extend broadly across the commercial sector, regional economic policy, and management education. For mid-scale hospitality businesses operating in tourist zones, the study underscores that capital allocations toward staff training and physical infrastructure maintenance are not dead weight losses, but measurable long-term investment strategies to capture market share. The management of the Serdika Pavilion Berastagi Inn is specifically advised to immediately resolve identified bottlenecks by adding clearer direction signs, expanding parking capacities, and tightening routine maintenance schedules for in-room private bathrooms and complimentary Wi-Fi networks. When travelers experience a seamless blend of easy location access and genuine hospitality, positive word-of-mouth promotion is generated naturally, which ultimately increases room occupancy and business profitability.

Researcher Profiles

  • Iorina Nerangisa Br Ginting, S.M. – Lead researcher from the Management Department, Faculty of Economics and Social Sciences, Universitas Quality Berastagi. Specializes in tourism services marketing and micro-accommodation consumer behavior. (Corresponding E-mail: iorinanerangisa@gmail.com).
  • Ingan Ukur Br Sitepu, S.E., M.Si. – Senior lecturer and researcher at Universitas Quality Berastagi. Focuses on regional economic development, operational strategy management, and local business empowerment models within the Karo Regency.
  • Benni Purba, S.E., M.M. – Academician at Universitas Quality Berastagi whose research emphasizes organizational behavior, public service quality management, and business adaptation strategies in the digital era.

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