Pengaruh Kualitas Pelayanan Terhadap Loyalitas Tamu Pada Hotel New Hollywood Pekanbaru

Sari, Dinar Ayu Mustika (2022) Pengaruh Kualitas Pelayanan Terhadap Loyalitas Tamu Pada Hotel New Hollywood Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

ABSTRACT THE EFFECT OF SERVICE QUALITY AND GUEST LOYALTY AT HOTEL NEW HOLLYWOOD PEKANBARU DINAR AYU MUSTIKA S This study uses two variables, namely service quality as the independent variable (X) and guest loyalty as the dependent variable (Y). This research was conducted with the aim of knowing the effect of service quality on guest loyalty at the New Holywood Hotel Pekanbaru. The data used by the research is primary data collected through questionnaires. The hypothesis of this study is that there is an effect of service quality on guest loyalty at the New Holywood Hotel Pekanbaru. To determine the effect of these variables used simple linear regression, correlation coefficient, coefficient of determination and hypothesis testing (t test) using SPSS. Based on the analysis using simple linear regression statistical method Y = 44.853 + 0.401X which shows the effect of service quality (X) on guest loyalty is positive. Furthermore, the results of the correlation coefficient test show that the correlation value of the two variables of service quality and guest loyalty is 0.414 with a positive relationship direction and the level of the relationship is quite strong and significant. Furthermore, the results of hypothesis testing, t test of 4.431 with sig 0.000 with a t count value greater than t table (6.352 > 1.664) and a significance value less than 0.05 (0.000 < 0.05). It can be generalized that there is an influence between service quality and guest loyalty at Hotel New Hollywood Pekanbaru. It can be generalized that the higher the quality of service provided, the higher the level of guest loyalty, and vice versa.

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