ANTESEDEN LOYALITAS TAMU PADA HOMESTAY DI KAWASAN BALAI EKONOMI DESA (BALKONDES) BOROBUDUR

Ivo Novitaningtyas, Budi Rahardjo, Andhatu Achsa

Abstract


Penelitian ini bertujuan menganalisis pengaruh dari kualitas pelayanan, citra, dan pemasaran berbasis pengalaman terhadap loyalitas tamu dengan kepuasan tamu sebagai mediator pada homestay di Balkondes Borobudur. Penelitian ini adalah penelitian kuantitatif dengan menggunakan kuesioner sebagai metode pengumpulan data dari 112 responden sebagai sampel. Populasi penelitian adalah tamu yang pernah menginap di homestay Balkondes lebih dari sekali, sedangkan metode pengambilan sampel yang digunakan adalah convenience sampling. Data dianalisis dengan Structural Equation Model (SEM) dengan AMOS. Hasil menunjukkan bahwa kualitas pelayanan, citra, pemasaran berbasis pengalaman dan kepuasan tamu berpengaruh positif dan signifikan terhadap loyalitas tamu di homestay Balkondes. Lebih lanjut, kepuasan tamu terbukti menjadi memediasi hubungan antara kualitas pelayanan dan loyalitas tamu, citra dan loyaltas tamu, serta pemasaran berbasis pengalaman dan loyalitas tamu di homestay Balkondes.

Keywords


Kualitas Pelayanan; Citra; Pemasaran Berbasis Pengalaman; Kepuasan Tamu; Loyalitas Tamu

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DOI: https://doi.org/10.26486/jpsb.v9i1.1339

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