Effect of Service Quality on Hotel Guest Loyalty with Hotel Guest Satisfaction as an Intervening Variable in Five-Star Hotel

Abstract

The tourism sector is one of the sectors that supports regional and national income. The tourism sector includes hotels, tourist attractions, and other sectors that support the tourism sector. Tourism has an important role in increasing the country's foreign exchange by increasing the number of tourists. The hotel becomes a company managed by the owner by providing services and facilities and is paid according to the services received without special approval. Hotels are used as an alternative accommodation that is sought after by immigrants, therefore hotel prices are very influential in attracting tourists. The purpose of this research is to analyze effect of service quality on hotel guest loyalty with hotel guest satisfaction as an intervening variable in Five-Star Hotel. The approach in this research is a quantitative approach. Population in the study were guests at Five-Star Hotel in Medan City. Sampling technique in this research carried out through purposive sampling. Sample in this study were guests who had stayed at least twice at Five-Star Hotel in Medan City. The number of samples in this study based on the Slovin formula was 100 respondents. Hypothesis testing in this research uses path analysis. The research results show that service quality has a significant effect on hotel guest satisfaction in Five-Star Hotel. Service quality has a significant effect on hotel guest loyalty in Five-Star Hotel. Hotel guest satisfaction has a significant effect on hotel guest loyalty in Five-Star Hotel. Service quality has a significant effect on hotel guest loyalty through hotel guest satisfaction in Five-Star Hotel.