PENGARUH KUALITAS PELAYANAN TERAHDAP LOYALITAS PELANGGAN PADA HOTEL SANTIKA BANDUNG

Santika Hotel Bandung is a three-star hotel, which offers the atmosphere of

Indonesia culture, especially in atmosphere of parahyangan culture to the customer

so they could fell the comfort ness as they in their own house. It is located in

Bandung the central of Bandung city, not far from shopping centre and business

centre in Bandung, which means that Santika Hotel offers the strategic place for rest.

Upon thinking about the increase of competition, so Santika Hotel required to

assembling the modern concept of the marketing, which means that every activities

should oriented to “customers oriented” that pays more attention to the “what

customers buy” but not to the “what we sell”. The active process that balanced with

the creativity factor (to the new idea that different with the others) and give the good

service for fulfil the increasing of satisfy from the customers, purposed to create the

loyalty from the customers of Santika Hotel Bandung.

The research aim to : first to know the execution of service by Hotel santika

Bandung, second to know the mount of customers loyalty and third to know the level

influence of service quality to customer loyalty in Hotel Santika Bandung. The

method is been used in this research is survey method by propagating a kuisioner 100

sampel, and use the simple random sampling, the data result of responder answer

with the scale ordinal, to get the responder answer in accurate figure and mirror real

situation, to calculate the ordinal scale data is the use the correlation coefficient rank

spearman. By using study program the for social science (SPSS). To calculate and

look for the influence of service quality to loyalty of the customers is use the

coefficient correlation.

As the result, based on the research of the influence of the service quality to

the customers loyalty, it resulted the correlation between service quality and

customers loyalty in Santika Hotel Bandung is about 0,726, that mean show, that

there are strong and significant correlation relation between the of the variable service

quality and the customers loyalty. The relation is caused by the service quality that

has given by the Santika Hotel Bandung to the customers is good, so it make the

customers loyalty became higher. Mean while the determination of the coefficient is

about 52,7%. And for the rest of 47,3% is the effect of the others factor that the writer

did not pay an attention.

Keyword : Service Quality and Customers Loyalty