PENGARUH KUALITAS PELAYANAN, KEPUASAN KONSUMEN DAN PROMOSI TERHADAP LOYALITAS PELANGGAN THE MEDIA HOTEL & TOWERS JAKARTA

TRISETYA WATI, WINDHA (2019) PENGARUH KUALITAS PELAYANAN, KEPUASAN KONSUMEN DAN PROMOSI TERHADAP LOYALITAS PELANGGAN THE MEDIA HOTEL & TOWERS JAKARTA. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui seberapa kuat pengaruh kualitas pelayanan, kepuasan konsumen dan promosi terhadap loyalitas pelanggan The Media Hotel & Towers Jakarta. Strategi penelitian yang digunakan adalah strategi asosiatif. Adapun metode penelitian yang digunakan dalam penelitian ini adalah metode purposive sampling. sampel yang digunakan menurut sugiyono (2015) direkomendasikan jumlah responden antara 30 – 100 responden. Namun peneliti mengambil 96 responden karena semakin banyak data akan semakin representative (mewakili) peluang terjadinya kesalahan semakin kecil. Perhitungan statistik dimulai dari uji kualitas data (validitas dan reliabilitas). Metode analisis data yang digunakan adalah analisis Koefisien Determinasi Parsial, analisis Koefisien Determinasi Berganda dan Pengujian Hipotesis (parsial dan simultan). Hasil penelitian ini menunjukan bahwa nilai koefisien determinasi parsial, 1) X1 terhadap Y membuktikan bahwa secara parsial terdapat pengaruh yang signifikan antara kualitas pelayanan terhadap loyalitas pelanggan. 2) X2 terhadap Y membuktikan bahwa secara parsial terdapat pengaruh yang signifikan antara kepuasan konsumen terhadap loyalitas pelanggan. 3) X3 terhadap Y membuktikan bahwa secara parsial terdapat pengaruh yang signifikan antara promosi terhadap loyalitas pelanggan. 4) Nilai koefisien determinasi berganda antara variable bebas berupa X1, X2, X3 terhadap Y membuktikan bahwa secara simultan terdapat pengaruh yang signifikan antara kualitas pelayanan, kepuasan konsumen dan promosi terhadap loyalitas pelanggan. Kata Kunci : Kualitas Pelayanan, Kepuasaan Pelanggan, Promosi, Loyalitas Pelanggan ABSTRACT This study aims to determine how strong the influence of service quality, customer satisfaction and promotion of customer loyalty The Media Hotel & Towers Jakarta. The research strategy used is an associative strategy. The research method used in this research is purposive sampling method. The sample used according to Sugiyono (2015) recommended the number of respondents between 30-100 respondents. However, the researchers took 96 respondents because more data will be more representative. Statistical calculations start from the data quality test (validity and reliability). The data analysis method used is the analysis of Partial Determination Coefficient, Multiple Determination Coefficient analysis and Hypothesis Testing (partial and simultaneous). The results of this study indicate that the coefficient of partial determination, 1) X1 against Y proves that the significant significance between service quality on customer loyalty. 2) X2 towards Yanti which shows a significant significance between customer satisfaction and customer loyalty. 3) X3 against Y proves that significant influence on promotion of customer loyalty. 4) The value of the multiple coefficient of determination between independent variables consisting of X1, X2, X3 towards Y proves that simultaneous is a significant influence between service quality, customer satisfaction and promotion of customer loyalty. Keywords: Service Quality, Customer Satisfaction, Promotion, Customer Loyalty

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorAprileny, Imeldawyndhaeffendy@gmail.comUNSPECIFIED
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Ridho Adi Nugroho
Date Deposited: 14 Dec 2021 07:11
Last Modified: 14 Dec 2021 07:11
URI: http://repository.stei.ac.id/id/eprint/6238

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