Pengaruh Bauran Pemasaran Jasa Terhadap Kepuasan Dan Loyalitas Pelanggan Hotel Claro Makassar
DOI:
https://doi.org/10.52103/jms.v3i1.910Keywords:
Bauran Pemasaran, Kepuasan pelanggan, Loyalitas pelangganAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh pengaruh bauran pemasaran jasa terhadap kepuasan dan loyalitas pelanggan Hotel Claro Makassar. Penelitian ini dapat diklasifikasikan sebagai penelitian kausal eksperimental, dimana penelitian ini menganalisis pengaruh dan hubungan antar variabel yang satu dengan yang lain. Pengumpulan data dilakukan melalui kuisioner dan dokumentasi. Populasi dalam penelitian ini adalah para pelanggan yang pernah menggunakan jasa hotel Makassar. Data dianalisis dengan menggunakan teknik analisis deskriptif dan analisis Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa produk berpengaruh baik secara langsung maupun melalui kepuasan terhadap loyalitas pelanggan pelanggan Hotel Claro Makassar, harga berpengaruh baik secara langsung maupun melalui kepuasan terhadap loyalitas pelanggan pelanggan Hotel Claro Makassar, promosi berpengaruh berpengaruh positif dan tidak signifikan baik secara langsung maupun melalui kepuasan terhadap loyalitas pelanggan pelanggan Hotel Claro Makassar, tempat berpengaruh secara langsung terhadap kepuasan dan tidak berpengaruh secara langsung terhadap loyalitas namun berpengaruh secara tidak langsung terhadap loyalitas melalui kepuasan pelanggan, karyawan berpengaruh baik secara langsung maupun melalui kepuasan terhadap loyalitas pelanggan pelanggan Hotel Claro Makassar, bukti fisik berpengaruh baik secara langsung maupun melalui kepuasan terhadap loyalitas pelanggan pelanggan Hotel Claro Makassar dan proses berpengaruh baik secara langsung maupun melalui kepuasan terhadap loyalitas pelanggan pelanggan Hotel Claro Makassar
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