Analisis Hubungan Kausalitas Kualitas Layanan dengan Orientasi Konsumen
Studi Kasus Hotel Luminor Jember
Abstract
Menganalisis faktor-faktor yang membentuk kualitas kinerja pelayanan dimana kualitas kinerja pelayanan, menganalisis pengaruh kualitas kinerja pelayanan terhadap kepuasan pelanggan dimana semakin tinggi kualitas kinerja pelayanan maka semakin tinggi derajat kepuasan pelanggan. ketiga untuk menganalisis pengaruh kualitas jasa terhadap kinerja reputasi dimana semakin tinggi kualitas maka semakin tinggi kinerja reputasi jasa. Keempat untuk menganalisis pengaruh kepuasan pelanggan terhadap loyalitas pelanggan dimana semakin tinggi tingkat kepuasan pelanggan maka semakin tinggi pula tingkat loyalitas konsumen. Kelima untuk menganalisis pengaruh kepuasan pelanggan dengan reputasi dimana semakin tinggi derajat kepuasan pelanggan maka semakin tinggi reputasi.Keenam untuk menganalisis pengaruh reputasi terhadap loyalitas pelanggan dimana semakin tinggi reputasi maka semakin tinggi tingkat loyalitas pelanggan. Penelitian ini dilakukan di Hotel Rembangan Jember. Metode penelitian ini untuk mengetahui bagaimana hubungan kualitas pelayanan dengan kinerja orientasi konsumen. Pada dasarnya tujuan penelitian yang dilakukan agar dapat digunakan dalam penelitian ini adalah penggunaan paket software statistik SEM AMOS. Dalam penelitian ini disimpulkan kinerja kualitas pelayanan berpengaruh signifikan terhadap kepuasan pelanggan dan kualitas kinerja pelayanan juga berpengaruh signifikan terhadap reputasi, namun dapat disimpulkan bahwa pengaruh kualitas kinerja pelayanan terhadap kepuasan pelanggan lebih tinggi jika dibandingkan dengan besarnya pengaruhnya terhadap reputasi kualitas kinerja pelayanan. Kepuasan konsumen berpengaruh signifikan terhadap loyalitas pelanggan dan kepuasan pelanggan juga berpengaruh signifikan terhadap reputasi. Besarnya pengaruh kepuasan pelanggan terhadap loyalitas dan reputasi hotel tidaklah sama. Pengaruh kepuasan pelanggan dengan kesetiaan lebih besar daripada pengaruh reputasi kepuasan pelanggan.
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