PENGARUH RELATIONSHIP MARKETING TERHADAP CUSTOMER LOYALTY DI NOVOTEL TANGERANG - Hamzah Fathul Aziz, - (2019)
Industri perhotelan merupakan industri yang penting dalam kegiatan pariwisata karena dapat memberikan kontribusi besar bagi sektor pariwisata. Novotel Tangerang sebagai salah satu international chain hotel bintang empat di Kota Tangerang selalu berupaya untuk mempertahankan dan meningkatkan segala aspek penting yang menyangkut tujuan utama hotel salah satunya mendapatkan profitabilitas. Masalah yang dihadapi oleh Novotel Tangerang adalah tingkat occupancy tamu member yang mengalami penurunan dan tidak mencapai target. Oleh karena itu Novotel Tangerang harus memiliki strategi untuk mengatasi masalah tersebut. Dengan demikian peneliti memilih Relationship Marketing sebagai salah satu solusi yang dapat diterapkan untuk meningkatkan Customer Loyalty Dalam penelitian ini variabel indipenden (X) yang digunakan yaitu Relationship Marketing yang terdiri dari Trust, Competence, Communication, Conflict Handling, Commitment, dan Bonding. Variabel dependen (Y) yaitu Customer Loyalty tamu member. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif dengan metode yang digunakan adalah explanatory survey dan pendekatan cross sectional. Sampel dalam penelitian ini sebanyak 100 responden yaitu tamu member yang menginap di Novotel Tangerang dengan teknik penarikan yang digunakan yaitu non probability sampling. Teknik analisis data yang digunakan adakah regresi berganda. Pelaksanaan Relationship Marketing di Novotel Tangerang berada pada kategori tinggi, dimensi Trust mendapatkan penilaian tertinggi dan penilaian terendah yaitu Bonding. Kemudian tanggapan mengenai Customer Loyalty di Novotel Tangerang berada pada kategori tinggi, dimensi Word of mouth Communication mendapatkan penilaian tertinggi dan dimensi Complaint Behavior mendapatkan penilaian terendah. Hasil penelitian menunjukkan adanya pengaruh antara Relationship Marketing dan Customer Loyalty.; Hospitality industry is an important industry in tourism activities since it can provide substantial contribution for tourism sector. Novotel Tangerang as one of four-star international chain hotel in Tangerang which always strive to maintain and improve all the important aspects related to the main purpose of the hotel, one of which is to obtain profitability. The problems encountered by Novotel Tangerang is the occupancy of membership guest continued to decline and did not reach the target. Hence Novotel Tangerang must have a strategy to overcome the problem. Therefore the researcher choosed Relationship Marketing as one of the solution that can be implemented to improve Customer Loyalty. In this study, the independent variable (X) used are Relationship Marketing consisting of Trust, Competence, Communication, Conflict Handling, Commitment, and Bonding. Dependent variable (Y) is Customer Loyalty of the membership guest. The type of research used are descriptive and verificative with method used are explanatory survey and cross sectional approach. The sample in this study of 100 respondents that membership guests who stay at the Novotel Tangerang, the sampling technique used is non probability sampling. The data analysis technique used is multiple regression. Implementation of Relationship Marketing at Novotel Tangerang is located in the high category, the dimension of trust get the highest ratings and lowest ratings is bonding. Then the feedback regarding Customer Loyalty at Novotel Tangerang is located in the high category, the dimension of the Word of mouth Communication get the highest ratings and the dimension of Complaint Behavior get the lowest ratings. The results showed there is a influence between Relationship Marketing and Customer Loyalty.