Analisis Kepuasan dan Loyalitas Pelanggan Hotel Berbintang Menggunakan SEM-PLS: Bukti Empiris dari Jakarta Barat: Analysis of Customer Satisfaction and Loyalty of Star-Rated Hotels Using SEM-PLS: Empirical Evidence from West Jakarta

Taufik Susanto (Sekolah Tinggi Ilmu Ekonomi IGI Jakarta)
Widodo Hari Lusinto (STIE IGI Jakarta)
Tin Gustini (Sekolah Tinggi Ilmu Ekonomi IGI Jakarta)

Jurnal Bisnis dan Ekonomi
Vol 4 No 2 (2026): Jurnal Bisnis dan Ekonomi

Objective : This study aims to analyze the influence of service personalization, communication effectiveness, and loyalty programs on customer satisfaction and loyalty at star-rated hotels in West Jakarta. Methodology : The study used a quantitative approach with an explanatory design. Data were collected through a survey using a structured questionnaire to 96 respondents selected by purposive sampling. Data analysis was performed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS). Research results : The results showed that communication effectiveness and loyalty programs have a positive and significant effect on customer satisfaction and loyalty, while service personalization did not show a significant effect. Customer satisfaction was shown to act as a mediating variable that strengthens loyalty. These findings emphasize the importance of effective communication strategies and loyalty programs in improving hotel competitiveness.