The purpose of this reseach is to find out whether people, processes, and physical evidence have an effect on customer loyalty through customer satisfaction as mediating variable. This research uses descriptive quantitative method. The population of this research is the customers of Puncak Mas Boutique Syariah Hotel West Java. The sampling technique used was non-probability sampling, with the Convenience Sampling method and distributing questionnaires directly to 100 respondents. To analyze the data, Partial Least Squares – Structural Equation Modeling (PLS-SEM) analysis was used using the SmartPLS 3 application. This study found that the process and physical evidence directly affect customer satisfaction and indirectly affect customer loyalty through customer satisfaction. However, the people variable did not affect both customer satisfaction and loyalty.
Penelitian
Pengaruh Kompetensi Staf, Proses, dan Bukti Fisik Terhadap Loyalitas Pelanggan Melalui Kepuasan Sebagai Variabel Mediasi
Publikasi Terakreditasi
Index Akreditasi Jurnal: Scopus Q1
Tanggal Publikasi: 17 Okt 2024
Abstrak
Keyword
Marketing Mix, People, Process, Physical Evidence, Customer Satisfaction, Customer Loyalty