PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN DAN LOYALITAS PENGUNJUNG DALAM MENGGUNAKAN JASA HOTEL RIZEN KEDATON BOGOR
DOI:
https://doi.org/10.32493/jpkpk.v1i2.856Abstract
ABSTRAK
Penelitian ini bertujuan untuk 1) mengetahui pengaruh kuliatas pelayanan terhadap kepuasan pengunjung, 2) mengetahui kualitas pelayanan terhadap loyalitas pengunjung.3) mengetahui kepuasan pengunjung terhadap loyalitas pengunjung.
Poulasi dalam penelitian ini adalah Tamu yang berkunjung ke Hotel dari Bulan Januari sampai dengan Agustus 2016 yaitu sebanyak 17.457 diperkecil dengan menggunakan rumus slovin dengan error 10% menjadi 100 pengunjung. Teknik pengumpulan data menggunakan kuisioner sedangkan teknik analisis data menggunakan analisi regresi linier sederhana.
Dari hasil penelitian bahwa terdapat pengaruh yang positif dan signifikan antara kualitas pelayanan terhadap kepuasan pengunjung dan loyalitas pengunjung serta terdapat pengaruh yang positif dan signifikan antara kepuasan pengunjung terhadap loyalitas pengunjung.
Kata kunci :Loyalitas pengunjung, kepuasan pengunjung, kualitas pelayanan.
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Jurnal Pemasaran Kompetitif is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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