FAKTOR-FAKTOR YANG MEMPENGARUHI LOYALITAS KONSUMEN DI HOTEL GRAND SAKURA KOTA MEDAN
Evi Novalin Bako dan M. Imam Gunawan
Abstract
The purpose of this research is to determine the influence of satisfaction, trust, consumer commitment and service quality on consumer loyalty at the Grand Sakura Hotel, Medan City. This type of research is quantitative research. The population and sample in this research are 100 consumers who stayed at the Grand Sakura Hotel Medan. The data analysis techniques used are descriptive analysis, multiple linear regression and hypothesis testing. Data processing uses the SPSS version 22 application. The results of multiple linear regression are Y = 1,429 + 0,032 X1 + 0,026 X2 + 0,459 X3 + 0,280 X4 + e. The partial test of consumer satisfaction has a significant positive effect on consumer loyalty, tcount 2,048 > ttable 1,9852, significant 0,027 < alpha 0,05. Consumer trust has a significant positive effect on consumer loyalty, tcount 2,278 > ttable 1,9852, significant 0,004 < alpha 0,05. Consumer commitment has a significant positive effect on consumer loyalty, tcount 9,190 > ttable 1,9852 significant 0,000 < alpha 0,05. Service quality has a significant positive effect on consumer loyalty, tcount 7,018 > ttable 1,9852 significant 0,000 < alpha 0,05. Simultaneous tests of consumer satisfaction, consumer trust, consumer commitment and service quality simultaneously have a significant positive effect on consumer loyalty, Fcount 126,134 > Ftable 2,47, significant 0,000 < alpha 0,05. R squared (R2) is 0,842, or 84,2%, where the variables of consumer satisfaction, consumer trust, consumer commitment and service quality can explain the variable of consumer loyalty.
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