The influence of location, service quality, and guest experience towards guests' loyalty at Aryaduta Hotel Medan

Chandrigo, Joselyn (2024) The influence of location, service quality, and guest experience towards guests' loyalty at Aryaduta Hotel Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In the highly competitive and dynamic hospitality industry, the concept of guest loyalty holds great significance and importance to hoteliers. Building a base of loyal guests who not only return to the same hotel but also recommend it to others is a cornerstone of sustainable success. In the context of this study, Aryaduta Hotel Medan serves as the focal point for examining the dynamics of guest loyalty. The purpose of this study is to investigate how guest loyalty at Aryaduta Hotel Medan is influenced by the location, service quality, and guest experience. The primary aim is to determine whether these factors partially and simultaneously influence guest loyalty. This research used a quantitative research method. Primary data is obtained using questionnaires, while secondary data is gathered from online journals and internet sources. A total of 97 individuals are included in this research, selected through non-probability sampling method, specifically purposive sampling. The analysis is conducted using SPSS 25.0 software. All hypotheses presented in this study are accepted. The results indicate that location has partial influence on guest loyalty significantly; service quality has a partial influence on guest loyalty significantly; guest experience has a partial influence on guest loyalty significantly; and location, service quality, and guest experience simultaneously influenced guest loyalty significantly. Recommendations for Aryaduta Hotel Medan are to provide guests with accurate and up-to-date information about traffic conditions, regularly collecting feedback from guests, and provide training programs for hotel staff to enhance their service skills. / Dalam industri perhotelan yang sangat kompetitif dan dinamis, konsep loyalitas tamu memegang peranan yang sangat penting bagi para hotelier. Membangun basis tamu yang loyal yang tidak hanya kembali ke hotel yang sama tetapi juga merekomendasikannya kepada orang lain adalah kunci keberhasilan yang berkelanjutan. Dalam konteks penelitian ini, Hotel Aryaduta Medan menjadi titik fokus untuk memeriksa dinamika loyalitas tamu. Tujuan dari penelitian ini adalah untuk menyelidiki bagaimana loyalitas tamu di Hotel Aryaduta Medan dipengaruhi oleh lokasi, kualitas layanan, dan pengalaman tamu. Tujuan utamanya adalah untuk menentukan apakah faktor-faktor ini secara parsial dan simultan mempengaruhi loyalitas tamu. Penelitian ini menggunakan metode penelitian kuantitatif. Data primer diperoleh menggunakan kuesioner, sedangkan data sekunder dikumpulkan dari jurnal online dan sumber internet. Sebanyak 97 individu termasuk dalam penelitian ini, dipilih melalui metode non-probability sampling, khususnya purposive sampling. Analisis dilakukan menggunakan perangkat lunak SPSS 25.0. Semua hipotesis yang diajukan dalam penelitian ini diterima. Hasilnya menunjukkan bahwa lokasi memiliki pengaruh parsial yang signifikan terhadap loyalitas tamu; kualitas layanan memiliki pengaruh parsial yang signifikan terhadap loyalitas tamu; pengalaman tamu memiliki pengaruh parsial yang signifikan terhadap loyalitas tamu; dan lokasi, kualitas layanan, serta pengalaman tamu secara simultan mempengaruhi loyalitas tamu secara signifikan. Rekomendasi untuk Hotel Aryaduta Medan adalah memberikan informasi yang akurat dan terbaru tentang kondisi lalu lintas kepada tamu, secara rutin mengumpulkan umpan balik dari tamu, dan menyediakan program pelatihan bagi staf hotel untuk meningkatkan keterampilan layanan mereka.

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