Analysis of customer loyality at the Grand Bali Beach Hotel

SEMADHI, I Ketut Satyawan, Prof.Dr. Prasetyo Soepono, MBA.,MA

2002 | Tesis | Magister Manajemen

Thesis in bertujuan untuk inenganalisa loyalitas pelanggan dan pengaruh kinerja hotel (Reception, Food&Beverage, Housekeeping) terhadap loyalitas pelanggan. Loyalitas Pelanggan didefinisikan sebagai koinitmen yang kuat untuk membeli keinbali suatu produk atau jasa tertentu secara konsisten di masa yang akan datang, yang menyebabkan pembelian yang berulang terhadap merek yang sama. Loyalitas Pelanggan di hotel direpresentasikan oleh enam dimensi yaitu: Menjadikan Grand Bali Beach sebagai hotel favori t, inerekomendasi kan hotel tersebut pada rekan, inenginap kembali di hotel Grand Bali Beach jika berkunjung ke Bali, Komitmen dengan Grand Bali Beach, Percaya dengan pelayanan di Grand Bali Beach, Menceritakan hal-ha1 positif mengenai Grand Bali Beach. Penelitian ini menggunakan Multiple Linear Regresion dalam pengujian hypothesis. Untuk inendapatkan data primer disebarkan 100 kuesioner mengenai loyalitas pelanggan dan pengaruh kinera hotel terhadap loyalitas pelanggan. Had dari penelitian, peneliti memperoleh koefisien regresi yaitu Y = 0.161 + 0.295X1 + 0.158X2 + 0.514X3. Hal ini membuktikan ditolaknya Hypothesis Null, dan diterimanya hypothesis alternative yang artinya '' Terdapat pengaruh positif dan signifikan dari kinerja hotel (reception, F&B, Housekeeping) terhadap loyalitas pelanggan di hotel The Grand Bali Beach dengan tingkat probabilitas signifikan 0.000

This thesis focused on the Customer Loyalty and the effect of hotel performances (Reception, Food & Beverage, Housekeeping) on customer loyalty. Customer Loyalty defined as a deeply held commitment to repurchase a preferred product or service consistently in future, thereby causing repetitive same-brand or same brand-set purchasing, despite situational influence and marketing efforts having the potential to cause switching behavior. Customer Loyalty in hotel driven by six dimensions, which are bookmark The Grand Bali Beach as a favorite hotel, recommend this hotel to a friend, return to The Grand Bali Beach when visiting Bali next time, commitment with The Grand Bali Beach, trustworthy with The Grand Bali Beach Hotel, and spread positive word of mouth about The Grand Bali Beach Hotel. By distributing 100 questionnaire data about customer loyalty and the effect of hotel performances was collected. This research use Multiple Linear Regression to help researcher testing the hypothesis. The finding of this research, the researcher found the regression coefficient of the multiple regression model is Y = 0.161 + 0.295X1 + 0.158X2 + 0.514X3, The result has proved the rejection to the null hypothesis and the acceptance of the alternative hypothesis which means “There is positive and significant effect of hotel performances (reception, F&B and Housekeeping) to customer loyalty in hotel The Grand Bali Beach” with the significant probability 0.000.

Kata Kunci : Konsumen,Loyalitas,Layanan Hotel, loyalty, service quality, hotel performance, customer satisfactions, repurchase intention