The Effect of Service Quality and Price on Customer Loyalty with Customer Satisfaction as an Intervening Variable (Case Study at Hotel Dedy Jaya Brebes)

Deva Ariyani, Dwi Harini, Roby Setiadi, Muhammad Syaifulloh

Abstract


The problem in this study is the decrease in demand for rooms at Hotel Dedy Jaya Brebes. The results of this study are a reference for the importance of maintaining customer loyalty, because the purpose of this study is to determine how the effect of service quality and price on customer loyalty, with customer satisfaction as an intervening variable. The research method used is a case study, which takes one particular object to be analyzed in depth by focusing on one problem. Purposive sampling technique on 86 people aged 17 years and over and have stayed or used the services of Hotel Dedy Jaya Brebes. Instrument tests are carried out with validity tests and reliability tests. This research was conducted with a Structural Equation Model (SEM) approach using Partial Least Square (PLS) software. The results showed that service quality affects customer satisfaction; price affects customer satisfaction; service quality affects customer loyalty; price affects customer loyalty; and customer satisfaction affects customer loyalty. The variable contribution of service quality and price to customer satisfaction is 75.4%, while service quality and price to customer loyalty is 82.6%. By conducting this research, it is hoped that there will be an improvement in the quality of service and prices offered by Hotel Dedy Jaya Brebes to its customers.

Keywords


Service Quality, Price, Customer Loyalty, Customer Satisfaction

Full Text:

XML XML PDF PDF

References


Andalusi, R. (2018). The Influence of Service Quality, Price and Product Quality on Customer Satisfaction of Laboratory Support Instruments (Case Study at PT Laborindo Sarana Jakarta). Civil Journal, 1(2), 305–322.

Anwar, RS, Ikhwan, S., & Khojin, N. (2022). The Influence of Customer Relationship Management on Customer Loyalty through Customer Satisfaction (Case Study at He Kafei Coffee Shop). Aurelia: Indonesian Journal of Research and Community Service, 1(1), 88–95.

Apipah, N., Riono, SB, & Dumadi. (2022). Education on Setting Selling Prices for MSME Actors in Harum Manis Village, Parereja Village, Brebes. STPKat Publisher, Journal of Community Service, 1(3), 1–10.

Aprileny, I., Rochim, A., & Emarawati, JA (2022). The Influence of Service Quality, Price and Trust on Customer Loyalty Through Customer Satisfaction. STEI Journal of Economics, 31(02), 60–77. https://doi.org/10.36406/jemi.v31i02.545

Aristia (2021). (2021). No Title. Service quality.

Ariyanti, WP, Hermawan, H., & Izzuddin, A. (2022). Effect of Price and Location on Customer Satisfaction. Public: Journal of Human Resource Management, Public Administration and Service, 9(1), 85–94. https://doi.org/10.37606/public.v9i1.257

BPS. (2023). Brebes Regency in Figures 2023. BPS Brebes Regency, 1–50.

Candra, C., Amil, A., & Iswanto, D. (2019). The Effect of Brand Image and Trust on Brand Loyalty (Case Study of Telkomsel Consumers at the PT Grapari Mataram Office). Journal of Government and Politics (JGOP), 1(1), 29–42. https://doi.org/10.31764/jgop.v1i1.943

Cardia, DINR, Santika, IW, & Respati, NNR (2019). Effect of Product Quality, Price, and Promotion on Customer Loyalty. Udayana University E-Journal of Management, 8(11), 6762. https://doi.org/10.24843/ejmunud.2019.v08.i11.p19

Cheng, BL, & Rashid, MZA (2013). Service Quality and The Mediating Effect of Corporate Image on The Relationship Between Customer Satisfaction and Customer Loyalty in The Malaysian Hotel Industry. Gadjah Mada International Journal of Business, 15(2), 99–112. https://doi.org/10.22146/gamaijb.5474

Dharma, R. (2017). The Effect of Service Quality, Trust, and Satisfaction on Customer Loyalty at PT. Padang Tour Padang Island Tour. ECOBISTEK Putra Indonesia University "YPTK", Padang.

Dumadi. (2019). Advertising Analysis, Brand Image, Price, Service Quality, Customer Satisfaction Increases Occupancy Rate (Case Study of Hotel Grand Dian Brebes). Syntax Idea, 1(7), 27–39.

Dumadi, D., & Management Study Program, Faculty of Economics and Business, Muhadi Setiabudi University, B. (2021). The Effect of Selling Prices and Product Brands on Consumer Purchase Interest (Case Study at Andika Cell Losari Counter). Journal of Economics and Management (JECMA), 45–56.

Felsi, F. (2022). The Effect of Service Quality, Brand Image on Customer Loyalty with Customer Satisfaction as Intervening Variables. Performance: Journal of Economics and Management, 19(4), 799–805.

Harini, D., & Riono, SB (2022). Analysis of Factors Affecting MSME Income during the Covid-19 Pandemic (Case Study of Club UMKM in Banjaratma). Journal of Accounting and Business, 2(1), 41–48.

Hartono, A. (2013). Analysis of the Effect of Service Quality on Customer Satisfaction in Forming Customer Loyalty at the Naked Crab Restaurant Surabaya. Encyclopedia of Systems Biology, 1646–1646.

Ikhwan, S., & Indriyani, A. (2022). Analysis of the Influence of Competitive Prices, Facilities and Service Quality on Competitive Advantage at Irwan Cikakak Salon. Professional Journal of Economics and Business, 1(4), 124–138.

Kotler, P., & Armstrong, G. (2016). Marketing Principles. Erlangga.

Kotler, P., & Keller, KL (2016). Marketing Management. Pearson Education Limited.

Kresnamurti Rivai P, A., Suneni, & Febrilia, I. (2019). The Effect of Service Quality, Price and Brand Image on Consumer Satisfaction with Grab Online Ojek Transportation Users. Indonesian Science Management Research (JRMSI), 10(1), 204–225.

Laetitia, SI, Alexandrina, E., & Ardianto, SF (2021). The Influence of Product Quality and Service Quality on Customer Satisfaction of Tanamera Coffee Pacific Place. MEA Scientific Journal (Management, Economics, and Accounting), 5(1), 1699–1721. https://journal.stiemb.ac.id/index.php/mea/issue/view/19

Murdiono, Syaifulloh, M., Setiadi, R., Roni, & Ikhwan, S. (2019). The Effect of Marketing Mix, Service Quality and Brand Image on Piston Product Purchasing Decisions. Journal of Economics and Management (JECMA), 1(1), 72–82.

Nurhayati, A., & Nurhalimah, N. (2019). The Effect of Service Quality and Customer Value on Customer Satisfaction. Eqien: Journal of Economics and Business, 6(2), 1–5. https://doi.org/10.34308/eqien.v6i2.93

Oktaviani, W. (2014). The Influence of Service Quality, Customer Emotional, and Convenience on Loyalty Through Customer Satisfaction. Journal of Management Science, Faculty of Economics, Surabaya State University, Surabaya Ketintang Campus, 2, 140.

Pratama, AY, Ernitawati, Y., & Ikhwan, S. (2022). The Influence of Product Quality, Product Innovation and Product Prices on Customer Purchase Interest. Professional Journal of Economics and Business, 1(4), 113–123.

Putra, R. (2021). Determination of Customer Satisfaction and Customer Loyalty on Product Quality , Brand Image and Price Perception (Marketing Management Literature Review). Journal of Information Systems Management Economics, 2(4), 516–524. https://doi.org/10.31933/jemsi.v2i4.461

Rahyuda, K. (2017). Business Research Methods. Udayana University Press.

Riono, SB (2022). Analysis of Credit Marketing Strategy, Credit Granting Procedures, and Service Quality on Customer Satisfaction of Savings and Loans Cooperatives. Scientific Journal of Management and Entrepreneurship (JIMAK), 1(3), 1–12.

Riono, SB, Harini, D., Syaifulloh, M., & Utami, SN (2020). Public Service Analysis and Relationship Marketing to Customer Loyalty at Muhadi Setia Budi People's Credit Bank (BPR MSB) Brebes Regency. Journal of Investments, 6(2), 143–154.

Royyani, B. (2022). The Role of Personal Selling in Increasing the Total Occupancy Rate at Grand Dian Hotel Slawi. http://repository.unissula.ac.id/28626/

Safitri, D., & Hayati, AF (2022). The Effect of Price and Service Quality on Customer Loyalty through Customer Satisfaction as Maxim Online Service Intervening Variables. Ecogen Journal, 5(1), 25. https://doi.org/10.24036/jmpe.v5i1.12780

Sari, HVP, & Andjarwati, AL (2018). The Influence of Product Quality and Price on Loyalty with Satisfaction as Intervening Variables (Study on Oreo Biscuit Consumers at Carrefour Surabaya). Journal of Management Sciences (JIM), 6(1), 1–9.

Septiani, R., & Nurhadi, N. (2020). The Mediation Role of Customer Satisfaction on the Influence of E-Service Quality, Perceived Price, and Sales Promotion on Customer Loyalty. Journal of Focus on Business Management, 10(2), 249. https://doi.org/10.12928/ Fokus.v10i2.2886

Setyaji, DI, & Ngatno. (2016). The Effect of Service Quality and Customer Satisfaction on Customer Loyalty (Case Study on Go-Jek Customers in Semarang) Dheni. Undip Undergraduate Business Administration Journal, 5(4), 349–358.

Sudana, IK, Anggreni, NLPY, & Indrawan, IPE (2021). The Influence of Service Quality and Price on Purchasing Decisions on Kober Mie Setan (Study Case of Kober Mie Setan Peguyang). Widyadari Education Journal, 22(2), 555–561. https://doi.org/10.5281/zenodo.5574445

Sugiyono. (2017). Quantitative Research Methods, Qualitative, R & D. CV Alfabeta.

Supertini, NPS, Telagawati, NLWS, & Yulianthini, NN (2020). The Effect of Customer Trust and Satisfaction on Customer Loyalty in Kebaya Heritage in Singaraja. Prospects: Journal of Management and Business, 2(1), 61. https://doi.org/10.23887/pjmb.v2i1.26201

Tjiptono, F. (2015). Marketing strategy. Andi Offset.

Widyaningsih, H. (2018). Efforts to Improve Employee Professionalism to Improve the Quality of Employee Service at Abadi Hotel Jogja. Knowledge Treasury Journal of Tourism and Culture, 9(1), 47–55. https://doi.org/10.31294/khi.v9i1.3642

Yodi Pratama, D. (2014). Basic Principles of Marketing Management; Analysis and Strategy in the Digital Age. In Paper Knowledge. Toward a Media History of Documents. CV Eureka Media Aksara.

Yulianto, A., Roni, Setiadi, R., & Indriyani, A. (2020). Cellular Operator Positioning Analysis and Marketing Strategy to Win the Market in the Yogyakarta Region. Journal of Economic and Management (JECMA), 1(1), 33–45.




DOI: http://dx.doi.org/10.22441/indikator.v8i1.22522

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Indikator: Jurnal Ilmiah Manajemen dan Bisnis

INDIKATOR
Magister Manajemen Universitas Mercu Buana
Jl. Raya Kranggan No. 6 Jatisampurna, Kampus D Universitas Mercu Buana 17436
Tlp./Fax: +62218449635
p-ISSN: 2598-6783
e-ISSN: 2598-4888
http://publikasi.mercubuana.ac.id/index.php/indikator

 


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

View My Stats