PENGARUH SERVICE EXCELLENCE TERHADAP CUSTOMER EQUITY MELALUI CUSTOMER SATISFACTION : Survei pada Tamu Repeater Atria Hotel Magelang - Fino Andika Putra, - (2024)
Fino Andika Putra 2006225 "Pengaruh Service Excellence Terhadap Customer Equity Melalui Customer satisfaction" (Survei pada Tamu Repeater Atria Hotel Magelang) di bawah bimbingan Yeni Yuniawati, S.Pd., MM dan Suka Prayanta Pandia, S.Pd., M.PFis Penelitian ini memiliki tujuan untuk mengetahui pengaruh dari Service Excellence terhadap Customer Equity melalui Customer satisfaction. Pada penelitian ini variabel yang diteliti pada variabel independen adalah Service Excellence (X), pada variabel intervening (Z) adalah Customer satisfaction dan pada variabel dependen adalah (Y) Customer Equity Metode yang digunakan dalam penelitian ini adalah deskriptif dan verifikatif lalu dengan survei eksplanatori sebagai pendekatan dan pendekatan studi potong lintang. Data primer berhasil dikumpulkan dari 110 data responden dimana yang merupakan tamu repeater Atria Hotel Magelang, Analisis dan pengolahan data dilakukan dengan menggunakan metode penelitian analisis jalur dan pengolahan data menggunakan alat bantu olah data perangkat lunak statistik. Hasil dari pengolahan dan pengkajian data yang terkumpul menunjukkan bahwa variabel Service Excellence, Customer satisfaction dan Customer Equity berada pada nilai garis kontinum kategori tinggi, pada variabel Service Excellence dimensi appearance mendapatkan nilai tertinggi dan dimensi attention mendapat nilai terendah, Pada variabel Customer satisfaction dimensi reception mendapat nilai tertinggi dan dimensi housekeeping mendapat nilai terendah, Pada variabel Customer Equity dimensi brand equity mendapatkan nilai tertinggi dan dimensi value equity mendapatkan nilai terendah. variabel Service Excellence melalui Customer satisfaction memberikan pengaruh yang signifikan bedasarkan pada Customer Equity di Atria Hotel Magelang Fino Andika Putra 2006225 "The Influence of Service Excellence on Customer Equity Through Customer satisfaction" (Survey of Repeater Guests at Atria Hotel Magelang) under the guidance of Yeni Yuniawati, S.Pd., MM and Suka Prayanta Pandia, S.Pd., M.PFis This research aims to determine the effect of Service Excellence on Customer Equity through Customer satisfaction. In this research, the variable examined as independent variable is Service Excellence (X), as intervening variable (Z) is Customer satisfaction (Z) and as dependent variable is (Y) Customer Equity. The method used in this research is descriptive and verification and then with an explanatory survey as well this research also using cross-sectional study approaches. Primary data was successfully collected from 110 respondents who were repeater guests of the Atria Hotel Magelang. Data analysis and processing was carried out using path analysis research methods and data processing using statistical software data processing tools. The results of the processing and study of the collected data show that the Service Excellence, Customer satisfaction and Customer Equity variables are in the high category of continuum value, in the Service Excellence variable the appearance dimension gets the highest value and the attention dimension gets the lowest value. In the Customer satisfaction variable the reception dimension gets The highest value and the housekeeping dimension get the lowest value. In the Customer Equity variable, the brand equity dimension gets the highest value and the value equity dimension gets the lowest value. The Service Excellence variable through Customer satisfaction has a significant influence on Customer Equity at Atria Hotel Magelang