Pengaruh Kualitas Layanan dan Harga terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Hotel Zodiak di Kota Bandung

Olive Caroline, Chandra Kuswoyo

Abstract


This research wanted to understand the influence of service quality and
price againts customer loyality through customer satisfaction. This research used
quantitative approach. The object of this research is specified for Zodiac Hotel’s
consumers in Bandung. The data used is primer data that obtained from 210
respondents and sampling method used is purposive sampling. The data obtained
and analyzed by using Structural Equation Modeling (SEM). Where obtained that
the value of Tstatistic on service quality (9.39) > Ttable (1.97), the value of Tstatistic on
price (1.01) < Ttable (1.97), and the value of Tstatistic on customer satisfaction (8.49) >
Ttable (1.97). The result of this research showed that service quality affects customer
satisfaction and customer satisfaction impact loyalty, while the price is considered
no effect on customer satisfaction and customer loyalty. The conclusion of this
research was a significant effect on service quality and customer satisfaction impact
loyalty Zodiac Hotel ‘consumers.

 

Keywords: service quality, customer loyalty, customer satisfaction


References



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