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Yoyon Supriadi
Institut Bisnis dan Informatika Kesatuan
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Pengaruh Strategi Pemasaran Sales Marketing Dan Kualitas Pelayanan Terhadap Loyalitas Konsumen Melalui Kepuasan Pelanggan Sebagai Variabel Intervening Di Aston Bogor Hotel Resort Mylaf Kheren Fernadi; Charles Parnauli Saragi; Aang Munawar; Yoyon Supriadi
Jurnal Ilmiah Pariwisata Kesatuan Vol. 6 No. 2 (2025): JIPKES Edisi Juli 2025
Publisher : Prodi Pariwisata dan LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jipkes.v6i2.5571

Abstract

The hotel industry is a very competitive sector, because its development is very fast so this industry makes various efforts to attract the attention of consumers so that ultimately consumer loyalty can be maintained. Aston Bogor Hotel Resort, as a brand that has many loyal customers, of course relies heavily on good relationships with customers who have subscribed. This research aims to determine the influence of sales marketing strategies, service quality through the mediating variable customer satisfaction on consumer loyalty at Aston Bogor Hotel Resort. The method used was a quantitative approach and sample determination using the Slovin formula, one hundred (100) samples were obtained. Distribution of the questionnaire was carried out online in the form of a Google Form. Data were analyzed with SmartPLS SEM. The research results show that sales marketing strategy and service quality have a significant influence on customer satisfaction. By using the mediating variable (customer satisfaction), the results obtained were that marketing strategy and service quality showed significant results on consumer loyalty. From these two variables, the analysis results show that service quality has a greater influence on consumer loyalty. On the other hand, the results of direct analysis of sales marketing strategies have no effect on consumer loyalty. Overall, this research model is valid and reliable, with the implication that consistent sales marketing strategies and high quality service can increase customer satisfaction and loyalty
Co-Authors Aang Munawar Amalia Zaenab Bahtiar Bahtiar Charles Parnauli Saragi Edy Safni Rosa Fika Rismawati I Dewa Ketut Kerta Widana Ludianthara Hendrawan Marwan Effendy Muhamad Tofan Mylaf Kheren Fernadi Neni Nurisnaini Rafika Chyntia Ratih Puspitasari Riska Dwi Wulandari Rony, Zahara Tussoleha SUGENG SUROSO, SUGENG Tamrin Lanopi Tria Rusdiyanti Usmar Wahyuti Wahyuti Zul Azhar