Pengaruh Kualitas Layanan Dan Kenyamanan Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Mediasi Pada Industri Hotel Berbasis Teknologi di Sukabumi

Salsabila Nirmala Ratri (Manajemen Retail, Fakultas Ekonomi, Universitas Muhammadiyah Sukabumi)
Alhidayatullah Alhidayatullah (Manajemen Retail, Fakultas Ekonomi, Universitas Muhammadiyah Sukabumi)
Muhammad Khairul Amal (Manajemen Retail, Fakultas Ekonomi, Universitas Muhammadiyah Sukabumi)

Cantaka: Jurnal Ilmu Ekonomi dan Manajemen
Vol. 4 No. 2 (2026): Agustus

This study aims to analyze the effect of service quality and comfort on customer loyalty, with customer satisfaction as a mediating variable, in the technology-based hotel industry in Sukabumi. This study employed a quantitative approach using Structural Equation Modeling–Partial Least Squares (SEM-PLS). A total of 126 respondents who had booked hotels through Online Travel Agents (OTA) and stayed at the same hotel at least three times participated in the study. The results indicate that both service quality and comfort have a positive and significant effect on customer satisfaction. Customer satisfaction also has a positive and significant effect on customer loyalty. However, service quality and comfort do not directly influence customer loyalty. Customer satisfaction was found to mediate the relationship between service quality, comfort, and customer loyalty. These findings provide theoretical and practical implications, emphasizing that improving service quality and customer comfort is essential for enhancing customer satisfaction and fostering long-term customer loyalty in the technology-based hotel industry.