<![CDATA[Abstrak: Semakin meningkatnya pembangunan hotel di Indonesia terutama di Surabaya membuat persaingan antar hotel semakin ketat. Oleh sebab itu,servicescape sangat perlu diperhatikan agar dapat menambah kepuasan pelanggan terhadap hotel. Penelitian ini dimaksudkan untuk mengetahui sejauh mana pengaruh dimensiservicescape secara bersamaan/simultan maupun parsialterhadap kepuasan pelanggan. Dimana dimensi servicescape yang dimaksud adalah ambient conditions, spatial layout and fiunctionality, signs, symbols and artifacts serta socialdimension.Penelitian ini menggunakan metode kuantitatif dan analisis regresi linear berganda dengan 100 responden yang merupakan pelanggan yang pernah menginap di JW Marriott Hotel Surabaya. Dari hasil penelitian diketahui bahwa servicescape secara simultan maupun parsial berpengaruh positif dan signifikan terhadap kepuasan pelanggan, dengan variabel ambient condition yang berpengaruh paling dominan. Kata Kunci: Servicescape, kepuasan pelanggan, hotel.Abstract: The increasing of the development hotels in Indonesia, especially in Surabaya makes the competition between hotels is getting tighter. Therefore, servicescape is needed to increasing customer satisfactions towards hotel. This research is intended to know how far the effect of servicescape dimension simultaneously or partially to customer satisfaction. Where the dimensions of the servicescape are ambient conditions, spatial layout and functionality, signs, symbols and artifacts and social dimension. The research used quantitative method and multiple linear regression analysis with 100 respondents who were customers who had stayed at JW Marriott Hotel Surabaya. From the results of the study that the servicescape simultaneously and partially have a positive and significant impact on customer satisfaction, with ambient condition variable that has the most dominant influence.Keywords: Servicescape, customer satisfaction, hotel.]]>
