Analisis pengaruh dimensi self gratification, aesthetics, price, prestige, transaction, hedonic, dan quality terhadap customer loyalty melalui customer satisfaction pada pelanggan hotel Vasa Di Surabaya

Angriawan, Axcell Reinhart Bill (2020) Analisis pengaruh dimensi self gratification, aesthetics, price, prestige, transaction, hedonic, dan quality terhadap customer loyalty melalui customer satisfaction pada pelanggan hotel Vasa Di Surabaya. Masters thesis, Universitas Pelita Harapan.

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Abstract

Hotel adalah kebutuhan akan sarana akomodasi yang menyediakan fasilitas dan pelayanan penginapan, makanan, minum serta jasa lainnya untuk umum. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Self Gratification, Aesthetics, Price, Prestige Transaction, dan Quality terhadap Customer Loyalty melalui Customer Satisfaction. Manfaat yang diharapkan dari penelitian ini adalah menambah khasanah ilmu pengetahuan di bidang manajemen khususnya seberapa besar pengaruh Customer Satisfaction sehingga meningkatkan Customer Loyalty yang pada akhirnya akan meningkatkan kunjungan kembali seacara aktual dari perusahaan Hotel Vasa di Surabaya. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan AMOS. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 175 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, mengetahui Hotel Vasa dan pernah melakukan menginap di Hotel Vasa dalam kurun 2 kali dalam 2 tahun terakhir. Hasil penelitian menunjukkan bahwa variabel Hedonic Shopping Motivation berpengaruh signifikan terhadap variabel Customer Satisfaction berpengaruh signifikan terhadap Customer Loyalty dengan koefisien regresi sebesar 0.356 dan C.R. sebesar 2.115; variabel Self Gratification berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0.170 dan C.R. sebesar 2.142; variabel Aesthetics berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0.275 dan C.R. sebesar 3.241; variabel Price berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0.225 dan C.R. sebesar 2.637; variabel Prestige berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0.175 dan C.R. sebesar 2.074; variabel Transaction berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0.327 dan C.R. sebesar 4.004; variabel Hedonic berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0.337 dan C.R. sebesar 3.949; variabel Quality berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0.297 dan C.R. sebesar 3.687, Variabel Self Gratification berpengaruh tidak signifikan terhadap variabel Price berpengaruh signifikan terhadap Customer Loyalty dengan koefisien regresi sebesar 0.250 dan C.R. sebesar 2.907; variabel Prestige berpengaruh signifikan terhadap Customer Loyalty dengan koefisien regresi sebesar 0.172 dan C.R. sebesar 2.126; variabel Transaction berpengaruh tidak signifikan terhadap Customer Loyalty dengan koefisien regresi sebesar 0.107 dan C.R. sebesar 1.179; variabel Hedonic berpengaruh tidak signifikan terhadap Customer Loyalty dengan koefisien regresi sebesar 0.097 dan C.R. sebesar 1.040; variabel Quality berpengaruh signifikan terhadap Customer Loyalty dengan koefisien regresi sebesar 0.263 dan C.R. sebesar 2.909; / Hotels are the need for accommodation facilities that provide lodging facilities and services, food, drinking and other services for the public. This study aims to determine how the influence of Self Gratification, Aesthetics, Price, Prestige Transaction, and Quality on Customer Loyalty through Customer Satisfaction. The expected benefit from this research is to increase knowledge in the field of management, especially how much influence Customer Satisfaction will have, thereby increasing Customer Loyalty which in turn will increase actual return visits from the Vasa Hotel company in Surabaya. This study is causal. The method used is quantitative methods of processing the data using AMOS. Data was collected by distributing questionnaires to 175 respondents with the characteristics of male and female respondents aged 18-60 years, know about Vasa Hotel and come from Vasa Hotel at least 2 times in 2 years and live in Surabaya. The results showed that the Hedonic Shopping Motivation variable has a significant effect on the Customer Satisfaction variable has a significant effect on Customer Loyalty with a regression coefficient of 0.356 and C.R. amounting to 2,115; Self Gratification variable has a significant effect on Customer Satisfaction with a regression coefficient of 0.170 and C.R. amounting to 2,142; Aesthetics variable has a significant effect on Customer Satisfaction with a regression coefficient of 0.275 and C.R. amounting to 3,241; Price variable has a significant effect on Customer Satisfaction with a regression coefficient of 0.225 and C.R. amounting to 2,637; Prestige variable has a significant effect on Customer Satisfaction with a regression coefficient of 0.175 and C.R. amounting to 2,074; Transaction variable has a significant effect on Customer Satisfaction with a regression coefficient of 0.327 and C.R. in the amount of 4,004; Hedonic variable has a significant effect on Customer Satisfaction with a regression coefficient of 0.337 and C.R. amounting to 3,949; Quality variable has a significant effect on Customer Satisfaction with a regression coefficient of 0.297 and C.R. amounting to 3.687, the Self Gratification variable has no significant effect on Customer Loyalty with a regression coefficient of 0.015 and C.R. equal to 0.213; Aesthetics variable has a significant effect on Customer Loyalty with a regression coefficient of 0.191 and C.R. amounting to 2,093; Price variable has a significant effect on Customer Loyalty with a regression coefficient of 0.250 and C.R. amounting to 2,907; Prestige variable has a significant effect on Customer Loyalty with a regression coefficient of 0.172 and C.R. amounting to 2,126; Transaction variable has no significant effect on Customer Loyalty with a regression coefficient of 0.107 and C.R. in the amount of 1,179; Hedonic variable has no significant effect on Customer Loyalty with a regression coefficient of 0.097 and C.R. amounting to 1,040; Quality variable has a significant effect on Customer Loyalty with a regression coefficient of 0.263 and C.R. amounting to 2,909;

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