PENGARUH PERCEIVED VALUE MEMBERSHIP TERHADAP LOYALITAS PELANGGAN HOTEL BEST WESTERN PAPILIO SURABAYA

Yovita Laksana

Abstract


Abstrak: Penelitian ini dilakukan untuk mengetahui pengaruh value yaitu emotional value, performance value, social value dan price value terhadap loyalitas pelanggan di Hotel BEST WESTERN Papilio Surabaya. Penelitian ini melibatkan 120 responden. Jenis penelitian yang digunakan adalah kuantitatif kausal dengan analisis regresi linier berganda yang digunakan untuk mengetahui besarnya pengaruh variabel independen terhadap variabel dependen. Hasil penelitian menunjukkan bahwa variabel emotional value, performance value, social value dan price value memiliki pengaruh positif dan signifikan terhadap loyalitas pelanggan. Dari hasil penelitian juga diketahui bahwa price value yang paling dominan berpengaruh terhadap loyalitas pelanggan.

Abstract:  This study was conducted to determine the influence of emotional value, social value, performance value and price value of BEST WESTERN Papilio Hotel Surabaya. There are 120 respondents involved in this study. It is a quantitative causal research with multiple linear regression analysis used to determine the influence of independent variables on the dependent variable. The results show that emotional value, performance value, social value and price value have positive and significant influences on customer loyalty. Among others, price value has the most positive and significant effect on customer loyalty  Surabaya.


Keywords


Perceived Value (Emotional Value, Social Value Performance Value, Price Value), Loyalitas Pelanggan.

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