Email this article PENGARUH SERVICE QUALITY TERHADAP BRAND LOYALTY PADA HOTEL BINTANG 5 DI JAKARTA PUSAT
Abstract
Although due to the COVID-19 pandemic, in Indonesia there has been a decline in hotel room occupancy, the growth of the hospitality industry can still be seen from the number of newly built five-star hotels in strategic areas in Jakarta. Central Jakarta recorded the most number of star hotel rooms, compared to other areas in DKI Jakarta, which were 19,219 rooms or 48.68%. This happens because Central Jakarta is a vital area of the DKI Jakarta area, where in Central Jakarta there are many tourist objects and other facilities. Hotels, which are accommodations that provide services to consumers when they are away from home, need to retain customers with the service quality they have. Service quality has become the standard for starred hotels, especially five-star hotels, it could say they definitely have more service quality than lower-star hotels. Likewise, hotels also need to have brand loyalty, which is a deeply held commitment to consistently repurchase a product or service in the future, thereby causing repeated purchases of the same brand. This study aims to determine the effect of service quality partially or simultaneously on brand loyalty in five-star hotels in Central Jakarta. By using convenience sampling method, 235 respondents were obtained which were then analyzed using descriptive analysis and regression analysis. The results obtained in this study include the influence of service quality (assurance, empathy, reliability, responsiveness, and tangibility) partially on brand loyalty in five-star hotels in Central Jakarta. This is evidenced by the significance value of service quality < 0.05 and the t-count value of 19.776 is greater than the t-table value of 1.970. Then simultaneously, it is also proven that there is an effect of service quality on brand loyalty in five-star hotels in Central Jakarta. This is evidenced by the F-count 391.103 > F-table 3.883 and a significance value of 0.000 < 0.05.
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