EKA MANDA SARI MARPAUNG, NPM 2101100053 (2025) PENGARUH KUALITAS PELAYANAN, SUASANA HOTEL, PROMOSI DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN PADA PERMATA LAND HOTEL & RESORT, RANTAUPRAPAT. Tugas_Akhir(Artikel) JURNAL BISNIS MAHASISWA, 6 (1). pp. 248-264. ISSN 2807-2219 (e-ISSN)
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Abstract
Tujuan – Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan, suasana hotel, promosi, dan citra merek terhadap loyalitas pelanggan pada Permata Land Hotel & Resort Rantauprapat, baik secara parsial maupun simultan. Desain/metodologi/pendekatan – Penelitian ini menggunakan pendekatan deskriptif kuantitatif dengan populasi pelanggan Permata Land Hotel & Resort Rantauprapat. Karena populasi tidak diketahui jumlahnya, penentuan sampel menggunakan rumus Lemeshow dengan tingkat kepercayaan 95% dan tingkat kesalahan 10%, menghasilkan 96 responden. Data dikumpulkan melalui observasi, dokumentasi, dan kuesioner dengan skala Likert. Analisis data menggunakan uji asumsi klasik (normalitas, heteroskedastisitas, dan multikolinearitas) serta analisis regresi linier berganda dengan uji parsial (t), uji simultan (F), dan koefisien determinasi (R²) menggunakan software SPSS. Temuan – Hasil penelitian menunjukkan bahwa secara parsial, kualitas pelayanan (t-hitung = 5,801; sig. = 0,001), suasana hotel (t-hitung = 2,155; sig. = 0,034), promosi (t-hitung = 2,418; sig. = 0,018), dan citra merek (t-hitung = 2,263; sig. = 0,026) berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Secara simultan, keempat variabel berpengaruh signifikan terhadap loyalitas pelanggan dengan nilai F-hitung sebesar 33,696 (sig. = 0,001). Koefisien determinasi (Adjusted R-Square) menunjukkan nilai 0,597, yang berarti 59,7% variasi loyalitas pelanggan dapat dijelaskan oleh keempat variabel independen, sedangkan 40,3% dipengaruhi oleh faktor lain di luar model. Citra merek memiliki pengaruh paling dominan terhadap loyalitas pelanggan dibandingkan variabel lainnya. Keterbatasan penelitian – Penelitian ini terbatas pada satu objek penelitian yaitu Permata Land Hotel & Resort Rantauprapat sehingga hasilnya belum dapat digeneralisasikan pada industri perhotelan di daerah lain. Penggunaan kuesioner yang bersifat subjektif berpotensi mengandung bias persepsi dan kondisi psikologis responden. Variabel yang diteliti terbatas pada kualitas pelayanan, suasana hotel, promosi, dan citra merek, sementara faktor lain seperti harga, kepuasan pelanggan, kepercayaan, dan kualitas hubungan belum dimasukkan. Penelitian menggunakan desain cross-sectional sehingga belum mampu menangkap perubahan persepsi dan loyalitas pelanggan dalam jangka panjang. Implikasi – Secara praktis, manajemen Permata Land Hotel & Resort perlu melakukan pelatihan rutin kepada staf frontliner untuk memberikan pelayanan responsif dan ramah, meningkatkan kenyamanan area publik melalui perbaikan pencahayaan dan kebersihan, mengembangkan strategi promosi yang menarik melalui media sosial dan OTA, serta membangun citra positif melalui testimoni pelanggan dan konsistensi visual branding. Secara teoretis, penelitian ini memperkuat teori kepuasan pelanggan (Customer Satisfaction Theory) yang menyatakan bahwa loyalitas pelanggan dipengaruhi oleh tingkat kepuasan yang terbentuk dari kombinasi faktor fungsional (kualitas pelayanan dan suasana hotel) dan faktor emosional (promosi dan citra merek). Manajemen perlu mengelola keempat aspek tersebut secara terpadu dan berkelanjutan untuk memperkuat loyalitas pelanggan dan daya saing hotel dalam jangka panjang. Kebaruan – Penelitian ini memberikan kontribusi empiris dengan mengidentifikasi citra merek sebagai variabel yang paling dominan memengaruhi loyalitas pelanggan dibandingkan kualitas pelayanan, suasana hotel, dan promosi dalam konteks hotel resort di Rantauprapat. Temuan ini memperkaya literatur manajemen perhotelan dengan menunjukkan bahwa persepsi pelanggan terhadap merek hotel lebih stabil dan berjangka panjang dibandingkan faktor situasional, sehingga memainkan peran strategis dalam membentuk komitmen dan ikatan emosional pelanggan. Kata Kunci: Kualitas Pelayanan, Suasana Hotel, Promosi, Citra Merek, Loyalitas Pelanggan ============================================================================================= Purpose – This study aims to analyze the influence of service quality, hotel atmosphere, promotion, and brand image on customer loyalty at Permata Land Hotel & Resort Rantauprapat, both partially and simultaneously. Design/methodology/approach – This research employs a descriptive, quantitative approach using the customer population at Permata Land Hotel & Resort Rantauprapat. Since the population is unknown, the sample size was determined using the LEMESHOW formula with a 95% confidence level and 10% error rate, yielding 96 respondents. Data were collected through observation, documentation, and Likert-scale questionnaires. Data analysis included classical assumption tests (normality, heteroscedasticity, and multicollinearity) and multiple linear regression with partial (t-test) and simultaneous (F-test) tests, and the coefficient of determination (R²), using SPSS software. Findings – The results indicate that, partially, service quality (t-value = 5.801; sig. = 0.001), hotel atmosphere (t-value = 2.155; sig. = 0.034), promotion (t-value = 2.418; sig. = 0.018), and brand image (t-value = 2.263; sig. = 0.026) have positive and significant effects on customer loyalty. Simultaneously, all four variables significantly influence customer loyalty with an F-value of 33.696 (sig. = 0.001). The coefficient of determination (Adjusted R-Square) is 0.597, indicating that 59.7% of customer loyalty variation can be explained by the four independent variables, while 40.3% is influenced by other factors outside the model. Brand image has the greatest influence on customer loyalty among the variables. Research limitations – This study is limited to one research object, namely Permata Land Hotel & Resort Rantauprapat, thus the results cannot be generalized to the hotel industry in other regions. The use of subjective questionnaires may introduce bias due to respondents' perceptions and psychological conditions. The variables studied are limited to service quality, hotel atmosphere, promotion, and brand image, while other factors such as price, customer satisfaction, trust, and relationship quality have not been included. The research uses a cross-sectional design, thus unable to capture changes in customer perception and loyalty over the long term. Implications – Practically, Permata Land Hotel & Resort management needs to conduct routine training for frontliner staff to provide responsive and friendly service, improve the comfort of public areas through lighting and cleanliness improvements, develop attractive promotional strategies through social media and OTAs, and build a positive image through customer testimonials and visual branding consistency. Theoretically, this research strengthens Customer Satisfaction Theory by showing that customer loyalty is influenced by satisfaction levels arising from a combination of functional factors (service quality and hotel atmosphere) and emotional factors (promotion and brand image). Management needs to address these four aspects in an integrated, sustainable manner to strengthen customer loyalty and hotel competitiveness in the long term. Originality – This research makes empirical contributions by identifying brand image as the most dominant variable influencing customer loyalty, followed by service quality, hotel atmosphere, and promotion, in the context of resort hotels in Rantauprapat. This finding enriches hospitality management literature by demonstrating that customer perceptions of hotel brands are more stable and long-term than situational factors, thereby playing a strategic role in shaping customer commitment and emotional bonds. Keywords: Service Quality, Hotel Atmosphere, Promotion, Brand Image, Customer Loyalty
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Kualitas Pelayanan, Suasana Hotel, Promosi, Citra Merek, Loyalitas Pelanggan==============Service Quality, Hotel Atmosphere, Promotion, Brand Image, Customer Loyalty |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 22 Sep 2026 02:43 |
| Last Modified: | 22 Sep 2026 02:43 |
| URI: | http://repository.ulb.ac.id/id/eprint/2843 |
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