Mawarni, Natalia Putri (2023) PENGARUH CUSTOMER EXPERIENCE, HARGA DAN KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN PADA HOTEL GUNAWANGSA MERR SURABAYA. Undergraduate thesis, Universitas Katolik Darma Cendika Fakultas Ekonomi.
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Abstract
The hotel industry is one aspect that has an important role in the development of tourism in Surabaya. This causes stretching and business competition in this business is getting higher. This study aims to determine the effect of customer experience, price, and service quality on consumer loyalty at the Gunawangsa Merr Hotel, Surabaya. In this study, the population is Hotel Gunawangsa Merr Surabaya customers. The technique used in sampling in this study was non-probability sampling with a purposive sampling approach with a total sample of 75 respondents. Based on data processing using SPSS version 26, the validity test results in this study resulted in r count ≥ r table (0.2272) with a significant level of 0.05 and all statement items in this study were declared valid. The results of the Reliability Test showed that all variables in this study were reliable by showing Cronbach Alpha values ≥ 0.60. The normality test shows that the regression model in this study meets the assumptions of normality, and the data shows a normal distribution pattern. The multicollinearity test in this study resulted in a tolerance value > 0.10 and a VIF value < 10 where multicollinearity did not occur. Heteroscedasticity test showed that in this study there was no heteroscedasticity. Multiple Linear Regression Test, namely, Y = 7.563 + 0.240 (X1) + 0.138 (X2) + 0.253 (X3). The Coefficient of Determination test (R2) produces an Adjusted R Square value of (0.620) which shows the independent variable has a strong contribution to the dependent variable. The results of the t test obtained by Customer Experience (X1) have a significant effect on Consumer Loyalty at Gunawangsa Merr Hotel Surabaya (Y) with a t count of 2.489 > t table (1.99394) a significant 0.015 <0.05. Price (X2) has no effect on consumer loyalty at Hotel Gunawangsa Merr Surabaya (Y) with a t count of 1.131 <t table (1.99394) with a significant level of 0.262 > 0.05. Service Quality (X3) has a significant effect on Consumer Loyalty at Hotel Gunawangsa Merr Surabaya (Y) with t count 2.570 > t table (1.99394) significant 0.012 <0.05. The conclusion from this study is that Customer Experience and Service Quality have a significant effect on Consumer Loyalty at Gunawangsa Merr Hotel Surabaya and Price has no effect on Consumer Loyalty at Gunawangsa Merr Hotel Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Uncontrolled Keywords: | Customer Experience, Price, Service Quality, Consumer Loyalty. | ||||||||
| Subjects: | H Social Sciences > HB Economic Theory | ||||||||
| Divisions: | Fakultas Ekonomi > Prodi Manajemen | ||||||||
| Depositing User: | Gaudens Dillalino | ||||||||
| Date Deposited: | 22 Sep 2025 01:52 | ||||||||
| Last Modified: | 22 Sep 2025 01:52 | ||||||||
| URI: | http://repositori.ukdc.ac.id/id/eprint/1741 |
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