Jurnal Bisnis dan Manajemen
Vol 8, No 2 (2021): Jurnal Bisnis dan Manajemen Volume 8 Nomor 2 Tahun 2021

Structural Models of Customer Loyalty on Star Hotel in Medan, Indonesia

Dedek Kurniawan Gultom (Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Sumatera Utara)
Nadia Ika Purnama (Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Sumatera Utara)
Muhammad Arif (Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Sumatera Utara)



Article Info

Publish Date
30 Nov 2021

Abstract

This study aims to analyze directly and indirectly the service quality and hotel image on consumer satisfaction and customer loyalty. The location of this study is in several star hotels in Medan such as Graha Serela, Santika Premier Dyandra, Polonia, Grand Swiss-Bell, JW Marriot, Garuda Plaza, and Grand Aston City Hall Hotel. Populations in this study are guests who staying at a Starred Hotel in Medan in 2019, while the sample is determined as many as 215 consumers (hotel guests). Data answering techniques used are interviews, questionnaires and documentation studies. The data analysis method used in this study is Structural Equation Modelling (SEM). The results of research show directly, the quality of service provided to Consumer Satisfaction, Service Quality affect on Customer Loyalty, Hotel Image against Consumer Satisfaction, Hotel Image affect Customer Loyalty and Consumer Satisfaction against Customer Loyalty. Directly, the service quality and hotel image of customer loyalty through customer satisfaction.

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Journal Info

Abbrev

jbm

Publisher

Subject

Decision Sciences, Operations Research & Management Social Sciences

Description

Jurnal Bisnis dan Manajemen covers the areas of financial management science, human resource management, marketing management, and strategic management It also covers the field of ...