Anteseden Loyalitas Konsumen Pada Industri Perhotelan : Studi Pada Hotel Berbintang di Daerah Istimewa Yogyakarta
Dyah Sugandini (Pemb : Dr. B. M. Purwanto, MBA), Dr. B. M. Purwanto, MBA
Penelitian ini bertujuan untuk menguji model struktural yang menggambarkan hubungan kausal antara citra, nilai, kualitas persepsian dan kepuasan konsumen sebagai anteseden yang mempengaruhi loyalitas konsumen.
Responden penelitian ini adalah konsumen hotel berbintang. Metode pengambilan sampel dilakukan dengan purposive-convinience sampling. Sejumlah 400 kuesioner didistribusikan, dan 260 kuesioner yang kembali, tetapi hanya 251 kuesioner dapat yang dianalisis.
Analisis data pene1itian yang digunakan adalah model persamaan struktural dengan program aplikasi AMOS. Hasil evaluasi model dengan beberapa kriteria Goodness of Fit Indices menunjukkan hasil yang kurang baik maka model dimodifikasi dengan berpedoman pada teori dan modifications indices. Hasil modifikasi, model dapat diterima. Sehingga dapat dikatakan bahwa hasil penelitian ini mendukung model yang menunjukkan hubungan antara citra, nilai, kualitas persepsian, kepuasan konsumen dan loyalitas konsumen.
Hasil pengujian terhadap model loyalitas konsumen pada industri perhotelan di Y ogyakarta menunjukkan bahwa citra, nilai dan kepuasan konsumen secara positif significant berpengaruh pada loyalitas konsumen. Pengaruh kepuasan konsumen terhadap loyalitas konsumen sebesar 0.495. Pengaruh citra terhadap loyalitas konsumen sebesar 0.327. Pengaruh nilai terhadap loyalitas konsumen sebesar 0.284. Pengaruh total citra terhadap loyalitas konsumen ini dapat diperbesar dengan Peran variabel mediasi. Pengaruh citra yang dimediasi oleh kualitas persepsian, nilai dan kepuasan konsumen terhadap loyalitas konsumen sebesar 0.422. Kepuasan konsumen secara langsung mempunyai pengaruh terbesar terhadap loyalitas konsumen, dibandingkan nilai dan citra. Adanya peranan nilai, kualitas persepsian dan kepuasan konsumen, pengaruh citra terhadap loyalitas dapat diperbesar, namun tidak dapat melebihi pengaruh kepuasan konsumen terbadap loyalitas konsumen.
This research aims to test a structural model describing the causal relationship of image, value and perceived quality to customers' satisfaction as antecedent influencing customers' loyalty.
The respondents of this research were starred-hotel consumers. The sample was drawn by a purposive-convinience sampling technique. Four hundred sets of questionnaires were distributed and 260 sets were returned by respondents, and only 251 sets were eligible for analyses.
Data analyses were conducted by means of structural equation modeling with a program application of AMOS. The results of model evaluation with several criteria of Goodness of Fit Indices showed unfavourable results and modification was made based on theories and modification indices. Trough modification results, the model was accepted. It was concluded that the results of research verified the model indicating the relationship between image, value, perceive quality, consumers' satisfaction and customers' loyalty.
The results of test on customers' loyalty model in hotel industry in Yogyakarta showed that image, value, customers' satisfaction exerted positive and significant influences on customers' loyalty. The extent of customers' satisfaction influence on customers' loyalty was 0.495. The extent of image influence on customers' loyalty was 0.327. The extent of value influence on customers' loyalty was 0.284. The total influence of image on customers' loyalty could be enhanced by the role of a mediation variable. The influence of image mediated by perceived quality, value and customers' satisfaction on cutomers' loyalty was 0.422. Customers' satisfaction directly exerted the greatest influence on customers' loyalty, in comparison to value and image. The existence of value, perceive quality, and customers' satisfaction roles and image influence could be increased, but these would not exceed the influence of customers' satisfaction on the customers' loyalty.
Kata Kunci : Industri Perhotelan, Daerah Istimewa Yogyakarta, Loyalitas Konsumen
