Pengaruh Kualitas Pelayanan, Harga, dan Digital Marketing terhadap Loyalitas Konsumen di Hotel Arabia Style Medan

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan,harga,dan digital marketing terhadap loyalitas konsumen di Hotel Arabia Style Medan. Latar belakang penelitian ini di Dasari oleh penurunan jumlah pengunjung dalam beberapa tahun terakhir serta munculnya berbagai keluhan terkait pelayanan dan harga. Loyalitas konsumen menjadi factor penting dalam menjaga keberlangsungan usaha perhotelan di Tengah persaingan yang semakin ketat. Penelitian ini menggunakan penedekatan kuanttitatif dengan metode survey melalui penyebaran kusioner kepada 97 responden yang pernha menginap di hotel Arabia Style Medan.Teknik pengambilan sampel menggunakan purposive sampling dengan perhitungan rumus Slovin. Data yang di peroleh dianalisis menggunakan uji validitas,uji realiabilitas,uji asusmsi klasik,serta analisis regresi linier berganda dengan bantuan program SPSS. Hasil penelitian menunjukkan bahwa kualitas pelayanan, harga, dan digital marketing secara simultan berpengaruh signifikan terhadap loyalitas konsumen. Secara parsial, kualitas pelayanan memiliki pengaruh positif dan signifikan terhadap loyalitas konsumen. Harga juga berpengaruh signifikan terhadap loyalitas konsumen, begitu pula digital marketing yang terbukti memberikan kontribusi positif dalam meningkatkan loyalitas pelanggan. Nilai koefisien determinasi menunjukkan bahwa variabel kualitas pelayanan, harga, dan digital marketing mampu menjelaskan loyalitas konsumen dalam kategori yang kuat. This study aims to analyze the influence of service quality, price, and digital marketing on customer loyalty at the Arabia Style Hotel Medan. The background of this study is based on the decline in the number of visitors in recent years and the emergence of various complaints related to service and price. Customer loyalty is a crucial factor in maintaining the sustainability of the hotel business amid increasingly fierce competition. This study used a quantitative approach with a survey method by distributing questionnaires to 97 respondents who had stayed at the Arabia Style Hotel Medan. The sampling technique used purposive sampling with the Slovin formula calculation. The obtained data were analyzed using validity tests, reliability tests, classical assumption tests, and multiple linear regression analysis with the help of SPSS. The results show that service quality, price, and digital marketing simultaneously have a significant effect on customer loyalty. Partially, service quality has a positive and significant effect on customer loyalty. Price also has a significant effect on customer loyalty, as does digital marketing, which has been shown to contribute positively to increasing customer loyalty. The coefficient of determination indicates that the variables of service quality, price, and digital marketing are able to explain consumer loyalty in a strong category.