Abstract
<p>This study aims to identify and test the factors that can affect customer satisfaction and customer loyalty, especially in hotels that apply sharia principles such as Sofyan Hotel Betawi. The subjects of this study were guests staying overnight with a sample size of 170 people who met the research criteria and requirements using a purposive sampling technique. The research design uses quantitative research survey methods, interviews and questionnaires. Data collection tools use a Likert scale as quantitative data. Quantitative data were analyzed using descriptive analysis and inferential analysis using the SEM path analysis method. The results showed that service quality and price perception had a positive and significant effect on customer satisfaction by 24.6%. Customer loyalty is influenced by factors of service quality and customer satisfaction positively and significantly by 51.9%.</p>
Highlights
This study aims to identify and test the factors that can affect customer satisfaction and customer loyalty, especially in hotels that apply sharia principles such as Sofyan Hotel Betawi
The results showed that service quality and price perception had a positive and significant effect on customer satisfaction by 24.6%
Customer loyalty is influenced by factors of service quality and customer satisfaction positively and significantly by 51.9%
Summary
Sofyan Hotel Betawi merupakan salah satu hotel di Indonesia yang operasionalnya menyediakan fasilitas dan pelayanan penginapan, makanan dan minuman serta jasa-jasa lainnya untuk umum dan dikelola berlandaskan syariah. Performa Sofyan Hotel Betawi setelah menerapkan prinsip syariah ternyata tidak menyurutkan minat masyarakat untuk menginap dihotel ini. Hal ini terlihat dari peningkatan pendapatan Sofyan Hotel Betawi setelah menerapkan prinsip syariah yaitu: 1) tahun pertama ketika night club ditiadakan, pendapatan Sofyan Hotel Betawi meningkat 19,55%; 2) beberapa tahun selanjutnya, diskotik ditiadakan pendapatan hotel meningkat sekitar 10%; 3) setelah khamar (alkohol, minuman yang memabukkan) ditiadakan, peningkatan pendapatan sekitar 13%; 4) panti pijat (yang sebelumnya menyumbang pendapatan 45 juta per bulan) ditiadakan dan pendapatan Sofyan Hotel Betawi meningkat sebanyak 16%. Hal ini menunjukkan besarnya minat masyarakat untuk menginap di hotel yang menerapkan prinsip syariah seperti halnya Sofyan Hotel Betawi. Peningkatan jumlah tamu yang menginap juga tidak terlepas dari kualitas pelayanan yang baik yang diberikan oleh Sofyan Hotel Betawi. Pengaruh antar variabel yang ada dalam penelitian ini dapat diuji dengan melakukan analisis model pada SEM. Pengujian model dalam SEM dilakukan melakukan uji normalitas, uji signifikansi kausalitas uji pengaruh langsung atau tidak langsung antar variabel serta uji regresi melalui metode path analysis. Sedangkan pada uji normalitas nilai critical ratio (cr) pada skewness dan kurtosis dalam kisaran yang direkomendasikan yaitu antara -2,58 sampai 2,58 (tabel 1)
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