Pengaruh Kualitas Pelayanan, Harga Dan Lokasi Terhadap Loyalitas Melalui Kepuasan Tamu Pada Santika Premiere Dyandra Hotel & Convention Medan
PENGARUH KUALITAS PELAYANAN, HARGA, DAN LOKASI
TERHADAP LOYALITAS MELALUI KEPUASAN TAMU
PADA SANTIKA PREMIERE DYANDRA HOTEL &
CONVENTION MEDAN
ABSTRAK
Santika Premiere Dyandra Hotel & Convention Medan adalah salah satu
penggerak industri jasa perhotelan yang memadukan antara produk dan layanan,
termasuk di dalamnya perpaduan kualitas pelayanan, harga dan lokasi yang
ditetapkan untuk menarik perhatian dan dapat memberikan kepuasan kepada
tamu. Kemudian tanggap memperhatikan dan memenuhi harapan dan kebutuhan
tamu dengan cara memberikan sesuatu yang tepat dan sesuai antara kebutuhan
tamu tersebut dengan kinerja yang ditawarkan hotel yang dapat memberikan
kepuasan kepada para tamunya. Kondisi yang diharapkan bila tamu merasa puas,
maka tamu tersebut cenderung menjadi loyal terhadap hotel tersebut. Perumusan
masalah pada penelitian ini adalah (1) apakah kualitas pelayanan, harga dan
lokasi berpengaruh terhadap kepuasan tamu, (2) apakah kualitas pelayanan, harga
dan lokasi berpengaruh terhadap loyalitas tamu, (3) Apakah kepuasan tamu
berpengaruh terhadap loyalitas tamu. Hipotesis dalam penelitian ini adalah (1)
kualitas pelayanan, harga dan lokasi berpengaruh positif signifikan terhadap
kepuasan tamu (2) kualitas pelayanan, harga dan lokasi berpengaruh positif
signifikan terhadap loyalitas tamu (3) kepuasan tamu berpengaruh positif
signifikan terhadap loyalitas tamu. Jenis penelitian ini adalah deskriptif kuantitatif
dengan sifat penelitian explanatory research. Metode pengumpulan data
dilakukan melalui wawancara, dokumentasi dan kuesioner. Jumlah sampel dalam
penelitian ini sebanyak 100 orang yang ditentukan secara accidental sampling.
Pengujian hipotesis menggunakan analisis Structural Equation Model (SEM)
dimaksudkan untuk mengetahui pengaruh variabel kualitas pelayanan, harga dan
lokasi terhadap variable kepuasan dan loyalitas tamu hotel dengan dasar
pengambilan keputusan dilihat dari nilai p > 0,05 hipotesis ditolak atau p < 0,05
hipotesis diterima. Hasil pengujian menunjukkan bahwa (1) kualitas pelayanan
dan harga berpengaruh positif signifikan terhadap kepuasan tamu namun lokasi
berpengaruh negatif tidak signifikan terhadap kepuasan tamu (2) kualitas
pelayanan dan lokasi berpengaruh positif signifikan terhadap loyalitas tamu
namun harga berpengaruh negatif tidak signifikan terhadap loyalitas tamu (3)
kepuasan tamu berpengaruh positif signifikan terhadap loyalitas tamu (4) kualitas
pelayanan adalah faktor dominan yang paling berpengaruh terhadap kepuasan dan
loyalitas tamu Santika Premiere Dyandra Hotel & Convention Medan.
Kata kunci: kualitas pelayanan, harga, lokasi, kepuasan tamu, loyalitas tamu.
THE INFLUENCE OF SERVICE QUALITY, PRICE, AND LOCATION
ON LOYATY THROUGH GUESTS’ SATISFACTION IN SANTIKA
PREMIERE DYANDRA HOTEL &
COVENTION MEDAN
ABSTRACT
Santika Premiere Dyandra Hotel & Convention, Medan, is one of movers
in hotel service industry which combines products and services, including the
combination of service quality, price, and location in order to attract and provide
satisfaction for its guests. It also pays attention to and gives expectation and
needs for the guests by giving something correctly which are in line with the
guests’ need by providing good performance so that they will be satisfied and will
eventually be loyal to the hotel. The formulations of the problem were as follows:
1) What was the influence of service quality, price, and location on guests’
satisfaction? 2) What was the influence of service quality, price, and location on
their loyalty? 3) What was the influence of guests’ satisfaction on their loyalty?
The hypotheses of the research were as follows: 1) service quality, price, and
location had positive and significant influence on guests’ satisfaction, 2) service
quality, price, and location had positive and significant influence on guests’
loyalty, and 3) guests’ satisfaction had positive and significant influence on their
loyalty. The research was descriptive quantitative with explanatory research
method. The data were gathered by conducting interviews, documentation, and
questionnaires. The samples were 100 respondents, taken by using accidental
sampling technique. The hypothesis was tested by using Structural Equation
Model (SEM) in order to find out the influence of the variables of service quality,
price, and location on the variables of satisfaction and loyalty of the hotel guests
at p > 0.05 which indicated that the hypothesis was rejected and p < 0.05 which
indicated that the hypothesis was accepted. The result of the research showed that
1) service quality and price had positive and significant influence on guests’
satisfaction, but location had negative and insignificant influence on guests’
satisfaction, 2) service quality and location had positive and significant influence
on guests’ loyalty, but price had negative and insignificant influence on guests’
loyalty, 3) guests’ satisfaction had positive and significant influence on guests’
loyalty, and 4) service quality had the most dominant influence on guests’
satisfaction and loyalty in Santika Premiere Dyandra Hotel & Convention,
Medan.
Keywords: Service Quality, Price, Location, Guests’ Satisfaction, Guests’ Loyalty
TERHADAP LOYALITAS MELALUI KEPUASAN TAMU
PADA SANTIKA PREMIERE DYANDRA HOTEL &
CONVENTION MEDAN
ABSTRAK
Santika Premiere Dyandra Hotel & Convention Medan adalah salah satu
penggerak industri jasa perhotelan yang memadukan antara produk dan layanan,
termasuk di dalamnya perpaduan kualitas pelayanan, harga dan lokasi yang
ditetapkan untuk menarik perhatian dan dapat memberikan kepuasan kepada
tamu. Kemudian tanggap memperhatikan dan memenuhi harapan dan kebutuhan
tamu dengan cara memberikan sesuatu yang tepat dan sesuai antara kebutuhan
tamu tersebut dengan kinerja yang ditawarkan hotel yang dapat memberikan
kepuasan kepada para tamunya. Kondisi yang diharapkan bila tamu merasa puas,
maka tamu tersebut cenderung menjadi loyal terhadap hotel tersebut. Perumusan
masalah pada penelitian ini adalah (1) apakah kualitas pelayanan, harga dan
lokasi berpengaruh terhadap kepuasan tamu, (2) apakah kualitas pelayanan, harga
dan lokasi berpengaruh terhadap loyalitas tamu, (3) Apakah kepuasan tamu
berpengaruh terhadap loyalitas tamu. Hipotesis dalam penelitian ini adalah (1)
kualitas pelayanan, harga dan lokasi berpengaruh positif signifikan terhadap
kepuasan tamu (2) kualitas pelayanan, harga dan lokasi berpengaruh positif
signifikan terhadap loyalitas tamu (3) kepuasan tamu berpengaruh positif
signifikan terhadap loyalitas tamu. Jenis penelitian ini adalah deskriptif kuantitatif
dengan sifat penelitian explanatory research. Metode pengumpulan data
dilakukan melalui wawancara, dokumentasi dan kuesioner. Jumlah sampel dalam
penelitian ini sebanyak 100 orang yang ditentukan secara accidental sampling.
Pengujian hipotesis menggunakan analisis Structural Equation Model (SEM)
dimaksudkan untuk mengetahui pengaruh variabel kualitas pelayanan, harga dan
lokasi terhadap variable kepuasan dan loyalitas tamu hotel dengan dasar
pengambilan keputusan dilihat dari nilai p > 0,05 hipotesis ditolak atau p < 0,05
hipotesis diterima. Hasil pengujian menunjukkan bahwa (1) kualitas pelayanan
dan harga berpengaruh positif signifikan terhadap kepuasan tamu namun lokasi
berpengaruh negatif tidak signifikan terhadap kepuasan tamu (2) kualitas
pelayanan dan lokasi berpengaruh positif signifikan terhadap loyalitas tamu
namun harga berpengaruh negatif tidak signifikan terhadap loyalitas tamu (3)
kepuasan tamu berpengaruh positif signifikan terhadap loyalitas tamu (4) kualitas
pelayanan adalah faktor dominan yang paling berpengaruh terhadap kepuasan dan
loyalitas tamu Santika Premiere Dyandra Hotel & Convention Medan.
Kata kunci: kualitas pelayanan, harga, lokasi, kepuasan tamu, loyalitas tamu.
THE INFLUENCE OF SERVICE QUALITY, PRICE, AND LOCATION
ON LOYATY THROUGH GUESTS’ SATISFACTION IN SANTIKA
PREMIERE DYANDRA HOTEL &
COVENTION MEDAN
ABSTRACT
Santika Premiere Dyandra Hotel & Convention, Medan, is one of movers
in hotel service industry which combines products and services, including the
combination of service quality, price, and location in order to attract and provide
satisfaction for its guests. It also pays attention to and gives expectation and
needs for the guests by giving something correctly which are in line with the
guests’ need by providing good performance so that they will be satisfied and will
eventually be loyal to the hotel. The formulations of the problem were as follows:
1) What was the influence of service quality, price, and location on guests’
satisfaction? 2) What was the influence of service quality, price, and location on
their loyalty? 3) What was the influence of guests’ satisfaction on their loyalty?
The hypotheses of the research were as follows: 1) service quality, price, and
location had positive and significant influence on guests’ satisfaction, 2) service
quality, price, and location had positive and significant influence on guests’
loyalty, and 3) guests’ satisfaction had positive and significant influence on their
loyalty. The research was descriptive quantitative with explanatory research
method. The data were gathered by conducting interviews, documentation, and
questionnaires. The samples were 100 respondents, taken by using accidental
sampling technique. The hypothesis was tested by using Structural Equation
Model (SEM) in order to find out the influence of the variables of service quality,
price, and location on the variables of satisfaction and loyalty of the hotel guests
at p > 0.05 which indicated that the hypothesis was rejected and p < 0.05 which
indicated that the hypothesis was accepted. The result of the research showed that
1) service quality and price had positive and significant influence on guests’
satisfaction, but location had negative and insignificant influence on guests’
satisfaction, 2) service quality and location had positive and significant influence
on guests’ loyalty, but price had negative and insignificant influence on guests’
loyalty, 3) guests’ satisfaction had positive and significant influence on guests’
loyalty, and 4) service quality had the most dominant influence on guests’
satisfaction and loyalty in Santika Premiere Dyandra Hotel & Convention,
Medan.
Keywords: Service Quality, Price, Location, Guests’ Satisfaction, Guests’ Loyalty