Pengaruh Kualitas Pelayanan dan Persepsi Harga Terhadap Loyalitas Pelanggan Melalui Customer Experience Pondok Keluarga Osamaliki Salatiga - Nurhayati; Yanuar Surya Putra (Universitas Ngudi Waluyo, 2026)
Intensifying competition in the accommodation sector requires business operators to not only offer competitive pricing but also deliver superior service quality in order to create positive and sustainable customer experiences. This study aims to examine the effect of service quality and price perception on customer loyalty through customer experience at Pondok Keluarga Osamaliki Salatiga. This research employs a quantitative approach using a causal associative method. The sampling technique applied was purposive sampling, involving 98 respondents who had stayed at the accommodation at least once. Primary data were collected through a structured questionnaire that had passed validity and reliability testing. Data analysis was conducted using multiple linear regression and path analysis. The results indicate that service quality and price perception have a positive and significant effect on customer experience. Furthermore, service quality, price perception, and customer experience significantly influence customer loyalty, both partially and simultaneously. Customer experience demonstrates the strongest influence on customer loyalty. Path analysis reveals that customer experience acts as a partial mediator in the relationship between service quality and price perception on customer loyalty. Empirically, the total effect of service quality on customer loyalty is greater than that of price perception. These findings highlight the strategic importance of managing service quality that consistently enhances customer experience in fostering long-term customer loyalty within the family accommodation sector. Abstrak Persaingan pada sektor akomodasi menuntut pelaku usaha untuk tidak hanya menawarkan harga yang kompetitif, tetapi juga mampu memberikan kualitas pelayanan yang unggul guna menciptakan pengalaman pelanggan yang positif dan berkelanjutan. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan dan persepsi harga terhadap loyalitas pelanggan melalui customer experience pada Pondok Keluarga Osamaliki Salatiga. Penelitian ini menggunakan pendekatan kuantitatif dengan metode asosiatif kausal. Teknik pengambilan sampel dilakukan secara purposive sampling dengan jumlah responden sebanyak 98 tamu yang pernah menginap minimal satu kali. Data primer diperoleh melalui kuesioner yang telah diuji validitas dan reliabilitasnya, kemudian dianalisis menggunakan regresi linier berganda dan analisis jalur (path). Hasil penelitian menunjukkan bahwa kualitas pelayanan dan persepsi harga berpengaruh positif dan signifikan terhadap customer experience. Selain itu, kualitas pelayanan, persepsi harga, dan customer experience terbukti berpengaruh signifikan terhadap loyalitas pelanggan, baik secara parsial maupun simultan. Customer experience memiliki pengaruh paling dominan terhadap loyalitas pelanggan. Hasil analisis jalur menunjukkan bahwa customer experience berperan sebagai mediator parsial dalam hubungan antara kualitas pelayanan dan persepsi harga terhadap loyalitas pelanggan. Secara empiris, pengaruh total kualitas pelayanan terhadap loyalitas pelanggan lebih besar dibandingkan persepsi harga. Temuan ini menegaskan bahwa pengelolaan kualitas pelayanan yang konsisten dan berorientasi pada pengalaman pelanggan merupakan strategi penting dalam membangun loyalitas pelanggan jangka panjang pada sektor akomodasi keluarga.