Pengaruh Bauran Pemasaran Jasa dan Kepercayaan Terhadap Loyalitas Konsumen di Hotel Axana Padang

Authors

  • Nadila Arfi Fakultas Ekonomi, Universitas Ekasakti, Padang, Indonesia
  • Teti Chandrayanti Fakultas Ekonomi, Universitas Ekasakti, Padang, Indonesia
  • Yulistia Yulistia Fakultas Ekonomi, Universitas Ekasakti, Padang, Indonesia

DOI:

https://doi.org/10.31933/emjm.v2i2.1052

Keywords:

Services Marketing Mix, Trust, Consumer Loyalty

Abstract

This study aims to examine and analyze the dominant indicators of the service marketing mix and trust on customer loyalty, the effect of the service marketing mix (products, participants, physical environment) on customer loyalty, participants/persons on customer loyalty, and the effect of trust on customer loyalty. the influence of the service marketing mix and trust simultaneously on consumer loyalty. This study uses the classic assumption test which consists of the normality test, multiculeority test, heroscadicity test and multiple regression test, t test and F test. participant indicators increase living rates, physical environment equipment indicator trust Integrity and consumer loyalty indicators cooperation indicators, products have a positive and not significant effect on consumer loyalty, participants have a positive and insignificant effect on consumer loyalty, the physical environment has a positive and significant effect on consumer loyalty, trust has a positive and significant effect on customer loyalty, service marketing mix (products, participants, physical environment) and consumer trust has a positive and significant effect on customer loyalty at the Axana Hotel Padang and the coefficient of determination (R2) is 0.962 where KD = r² x100% or KD = 0.962 x 100% = 96.20%. This 96.20% value shows the effect of the independent variable on the dependent variable and the remaining 3.80% is influenced by other factors such as promotions, service quality, consumer decisions and consumer satisfaction.

References

Agussalim Manguluang, Statistik Lanjutan, Ekasakti Press, Padang (2015)

Ali, Hasan. 2015. Tourism Marketing. Center for Academic Publishing Service. Yogyakarta.

Alma, Buchari. Manajemen Pemasaran dan Pemasaran Jasa. Bandung: penerbit Alfabeta. (2014)

Basu Swastha, Dharmmesta. 2014. Manajemen Pemasaran. BPFE: Yogyakarta.

Fandi, Tjiptono. 2014. Service, Quality & Satisfaction. Edisi 3. Yogyakarta: Penerbit Andi.

Fandy, Tjiptono. 2016. Service, Quality & satisfaction. Yogyakarta. Andi.

Ghozali, Imam. (2015). Aplikasi Analisis Multivariate Dengan Program SPSS. Edisi Keenam. Semarang: Badan Penerbit Universitas Diponegoro.

Ghozali, Imam. 2016. Aplikasi Analisis Multivariate Dengan Program Ibm. Spss 24 (Edisi Keenam.) Semarang: Universitas Diponegoro.

Griffin, Jill (2015), Customer Loyalty : Menumbuhkan dan Mempertahankan Kesetiaan , Alih bahasa,Jakarta: Erlangga

Hasan, A. 2015. Marketing. Yogyakarta. Medpress.

Heizer, Jay and Render Barry, (2015), Manajemen Operasi : Manajemen Keberlangsungan dan Rantai Pasokan, edisi 11, Salemba Empat, Jakarta.

Kotler, Philip (2016). Manajemen Pemasaran di Indonesia, Edisi keempat, Jakarta: Salemba Empat

Kotler, Philip And Kevin Lane Keller,. Marketing Managemen, 15th Edition, Pearson Education,Inc. 2016

Lupiyoadi, Rambat, Hamdani A, (2016). Manajemen pemasaran jasa, Edisi 2, Selemba Empat, Jakarta

Lupiyoadi, Rambat. 2014. Manajemen Pemasaran Jasa Edisi 3. Jakarta: Salemba Empat

Marconi, J. 2017. Beyond Branding. Chicago: Probus Publishing Company

Priansa, D. J. 2017. Perilaku Konsumen dalam Bisnis Kontemporer. Bandung; Alfabeta.

Rachmad Hidayat Effects of service quality, customer trust and customer religious commitment on customer satisfaction and loyalty of Islamic banks in East Java(2017)

Rangkuti, Freddy. Riset Pemasaran. Cetakan kedua belas. Jakarta:Gramedia Pustaka Utama. (2015).

Sugiyono. 2012. Metode Penelitian Kuantitatif Kualitatif dan R&B. Bandung: Alfabeta.

Sugiyono. 2013. Metode Penelitian Kuantitatif, Kualitatif& RND. Bandung: Alfabeta.

Sugiyono. 2015. Metode Penelitian Manajemen. Bandung: Alfabeta.

Sugiyono. 2016. Metode Penelitian Kuantitatif Kualitataif dan Kombinasi (Mixed Methods).Bandung: Alfabeta.

Tjiptono, Fandy. 2012. Strategi Pemasaran. Yogyakarta : Bayumedia.

Tjiptono, Fandy. 2014. Pemasaran Jasa – Prinsip, Penerapan, dan Penelitian. Yogyakarta: Bayumedia

Tjiptono, Fandy., & Gregorius Chandra. (2017). Pemasaran Strategik Edisi 3. Yogyakarta: Andi offset.

Umar, Husein, (2016), Riset Pemasaran dan Perilaku Konsumen, Penerbit PT. Gramedia Pustaka Utama, Jakarta

Umar, Husein. 2013. Metode Penelitian untuk Skripsi dan Tesis. Jakarta: Rajawali

Wantara, Pribanus. 2015. The Relationships among Service Quality, Customer Satisfaction, an Customer Loyalty in Library Services. International Journal of Economics and Financial Issues.

Yuniarti, Vinna Sri. 2015. Perilaku Konsumen Teori dan Praktik. Pustaka Setia. Bandung.

Downloads

Published

2024-05-04

How to Cite

Arfi, N., Chandrayanti, T., & Yulistia, Y. (2024). Pengaruh Bauran Pemasaran Jasa dan Kepercayaan Terhadap Loyalitas Konsumen di Hotel Axana Padang. EKASAKTI MATUA JURNAL MANAJEMEN, 2(2), 133–141. https://doi.org/10.31933/emjm.v2i2.1052

Most read articles by the same author(s)