BAURAN PEMASARAN YANG MEMPENGARUHI LOYALITAS KONSUMEN DI HOTEL GARDEN PALACE

Adeline Wijaya, Cynthia Cynthia

Abstract


Bauran Pemasaran yang Mempengaruhi Loyalitas Konsumen di Hotel Garden Palace Penelitian ini dilakukan untuk mengetahui pengaruh bauran pemasaran terhadap loyalitas konsumen dengan kepuasan konsumen sebagai variabel perantara di hotel Garden Palace Surabaya. Indikator-indikator yang terdapat dalam bauran pemasaran berperan dalam membentuk kepuasan konsumen sehingga menghasilkan loyalitas konsumen. Teknik analisis data yang digunakan adalah Partial Least Square (PLS). Hasil penelitian menunjukkan bauran pemasaran memiliki pengaruh yang positif dan signifikan terhadap kepuasan konsumen dan kepuasan konsumen juga memiliki pengaruh yang positif dan signifikan terhadap loyalitas konsumen.

 

Factors of Marketing Mix that Influencing Customer Loyalty in Garden Palace Hotel This study is to reveal the impact of marketing mix on customer loyalty with customer satisfaction as the mediating variable in Garden Palace Hotel Surabaya. The data analysis is Partial Least Square (PLS). Indicators of marketing mix have influenced customer loyalty with customer satisfaction as the mediating variable. The results show that marketing mix has positive and significant impact to customer satisfaction and customer satisfaction has positive and significant impact to customer loyalty.


Keywords


Bauran pemasaran, kepuasan konsumen, loyalitas konsumen

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