Pengaruh Kepuasan dan Fasilitas Terhadap Loyalitas Konsumen pada Hotel Grand Inna Medan

Abstract

This study aims to determine "The effect of satisfaction and facilities on consumer loyalty at the Grand Inna Medan Hotel". This type of research is associative namely a research that asks the relationship between two variables. The population in this study were all consumers at the Grand Inna Hotel Medan as many as 300 consumers. And by using the Slovin formula technique, the number of samples in this study as many as 75 respondents were taken from a portion of the population. Based on the results of the t test it can be seen that t count on the variable service quality satisfaction of 5.284 is greater than t table of 1.665 with a probability of t that is sig 0,000 smaller than the significance limit of 0.05. Based on these values, the satisfaction variable has a positive and significant effect on consumer loyalty variables. In the facility variable of 6.797 greater than t table of 1.665 with probability t that is sig 0,000 smaller than the significance limit of 0.05, then the facility variable partially has a positive and significant influence on consumer loyalty variables Based on the F test results, the F count value is 97,149 > 3.12 with sig 0,000 < a 0,05, indicating that Ho is rejected and Ha is accepted, meaning satisfaction and facilities simultaneously have a positive and significant effect on the variable of consumer loyalty. The R Square value obtained is 0.722. To see the influence of the independent variable on the dependent variable by calculating the coefficient of determination (KD) = R2 x 100%, so that KD is obtained = 72.2%. This figure shows that 72.2% of consumer loyalty (dependent variables) can be explained by satisfaction and facilities. The remaining 28.8% is influenced by other factors not explained in this study.