PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN PADA RUMAH KITO RESORT HOTEL JAMBI

Abstract

The purpose of this study is to find out the characteristics of Rumah Kito Resort Hotel Jambi customers and to find out and analyze the influence of service quality factors on the loyalty of Rumah Kito Resort Hotel Jambi customers. The analysis tool used is simple regression. Based on the results of the interview, the majority of customers are men, with a percentage of 69.70%, indicating that this hotel is visited more often by men than women. Customers are dominated by the age group of 29 to 36 years (45.45%) and 21 to 28 years (42.42%). Older or younger age groups are underrepresented, with no customers over the age of 42. Most of the customers come from the private sector (57.58%), followed by students (27.27%). Most of the customers have a secondary education background, with 66.67% having a final education at the high school level. Based on the results of a simple regression, the quality of service has a significant effect on customer loyalty at Rumah Kito Resort Hotel Jambi Jambi City by 38.5 percent. This means that the better the quality of service provided by Rumah Kito Resort Hotel Jambi to customers, the more customer loyalty will increase.