Pengaruh Kualitas Pelayanan, Harga dan Lokasi terhadap Loyalitas Melalui Kepuasan Tamu pada Santika Premiere Dyandra Hotel & Convention 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.

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.