PENGGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN UNTUK MENINGKATKAN LOYALITAS PELANGGAN DI HOTEL HARPER MT.HARYONO

Abstract

This study aims to determine the effect of service quality which consists of reliability, responsiveness, assurance, empathy and tangible both partially and simultaneously to satisfaction in increasing customer loyalty at the Harper Hotel MT. Haryono. The population and sample in this study are customers who have stayed more than twice at the Harper Hotel MT. Haryono in May-June 2018. The number of research respondents was set as many as 200 respondents using the sampling technique, namely purposive sampling. While the analysis technique used is path analysis with the help of the SPSS version 20 program to show the magnitude of the effect of service quality which consists of physical, reliability, responsiveness, assurance, and empathy both partially and simultaneously to customer satisfaction in increasing customer loyalty at the Harper Hotel MT. Haryono.   Simultaneous test results show the effect of service quality variables which consist of reability, responsiveness, assurance, empathy and tangible have a positive effect on customer satisfaction, as well as the influence of customer satisfaction on customer loyalty at the Harper Hotel MT. Haryono is significant.