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All Journal Daya Saing : Jurnal Ilmu Manajemen JOURNAL OF SCIENCE AND SOCIAL RESEARCH Jurnal Akuntansi Kompetif Diklat Review : Jurnal manajemen pendidikan dan pelatihan Jurnal Bisnis Kompetitif Jurnal Pengabdian Kompetitif
efrita soviyanti, efrita
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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THE EFFECT OF SERVICE QUALITY, SOCIAL MEDIA, AND ONLINE TRAVEL AGENTS ON CUSTOMER SATISFACTION WITH CUSTOMER TRUST AS A MEDIATING VARIABLE AT GRAND ELITE HOTEL PEKANBARU Rasmonowati, Henni; N, Arizal; Soviyanti, Efrita
Jurnal Daya Saing Vol. 12 No. 1 (2026): JURNAL DAYA SAING (JDS)
Publisher : Komunitas Manajemen Kompetitif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35446/dayasaing.v12i1.2729

Abstract

This study examines the effect of service quality, social media, and online travel agents on customer satisfaction, with customer trust as a mediator at Grand Elite Hotel Pekanbaru. Amid intense competition and digital transformation in hospitality, hotels must enhance service and digital engagement to sustain satisfaction and trust. Using PLS-SEM quantitative approach, data from 355 valid guest questionnaires were analyzed via SmartPLS. Reliability/validity tests confirmed indicator loadings, AVE, and composite reliability. Structural assessment via path coefficients, R-square, and bootstrapping showed service quality, social media, and OTAs positively impact trust and satisfaction. Trust partially mediates these relationships. Findings enrich hospitality literature by linking service quality, digital marketing, and trust mediation. Practically, managers should boost service performance, social media interaction, and OTA reliability to elevate satisfaction.
PENGARUH KUALITAS PELAYANAN DAN SUKU BUNGA TERHADAP LOYALITAS NASABAH DENGAN KEPERCAYAAN SEBAGAI VARIABEL MEDIASI PADA UEK-SP AIR HITAM GEMILANG Ardianto, Bagus; N, Arizal; Soviyanti, Efrita
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol 9, No 1 (2026): February 2026
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v9i1.5795

Abstract

Abstract: This study presents a new perspective in the study of financial services management, namely examining customer loyalty in community-based microfinance institutions through consumer behavior and relationship marketing approaches. This study not only replicates the model used in the banking sector, but also adapts it according to the socio-economic characteristics of UEK-SP Air Hitam Gemilang, so it is expected to be able to provide more contextual theoretical and empirical contributions in the development of microfinance services management literature at the village level. This study uses a quantitative approach. The quantitative approach is a research method that emphasizes theory testing through measuring research variables with numbers and data analysis using statistical procedures. The results of the study indicate that service quality has a positive and significant effect on customer loyalty in UEK-SP Air Hitam Gemilang. This is evidenced by the path coefficient value of 0.328 with a t-statistics value of 3.839 (> 1.96) and a p-value of 0.000 (< 0.05). Thus, H1 and H2, which state that service quality has a positive effect on customer loyalty, are accepted. The test results indicate that service quality has a positive and significant effect on customer trust at UEK-SP Air Hitam Gemilang. This is evidenced by a path coefficient of 0.459, a t-statistic of 9.321 (>1.96) and a p-value of 0.000 ( 1,96) dan p-value sebesar 0,000 (< 0,05). Dengan demikian, H1 dan H2 yang menyatakan bahwa kualitas pelayanan berpengaruh positif terhadap loyalitas nasabah dinyatakan diterima. Hasil pengujian menunjukkan bahwa kualitas pelayanan berpengaruh positif dan signifikan terhadap kepercayaan nasabah UEK-SP Air Hitam Gemilang. Hal ini dibuktikan oleh nilai koefisien jalur sebesar 0,459 dengan nilai t-statistics sebesar 9,321 (> 1,96) dan p-value sebesar 0,000 (< 0,05). Dengan demikian, hipotesis H4 dinyatakan diterima. Kata kunci: keuangan, UEK-SP, marketing, sektor perbankan
Co-Authors Ardianto, Bagus arizal N, arizal Erica, Deliana faizah kamilah, faizah Hardi Hardi, Hardi Ika Berty Apriliyani Indarti Indarti Mohamad Taufik, Mohamad N , Arizal Nofrizal Nofrizal nurhayani lubis, nurhayani Oktaviani, Dina Suri Rasmonowati, Henni Syaputra, Eka Usmawadi, Garibaldi Zulia Khairani