PENGARUH KUALITAS LAYANAN DAN INOVASI TERHADAP NILAI PELANGGAN YANG DIMEDIASI OLEH KEPUASAN PELANGGAN DI HOTEL DI KABUPATEN BUNGO PROVINSI JAMBI
DOI:
https://doi.org/10.22437/jmk.v12i03.24081Abstract
Penelitian ini bertujuan mengetahui dan menganalisis Pengaruh Kualitas Layanan dan Inovasi terhadap Nilai Pelanggan yang dimediasi oleh Kepuasan Pelanggan di Hotel di Kabupaten Bungo, Provinsi Jambi. Penelitian ini memiliki populasi masyakarat yang pernah menginap di salah satu hotel di Kabupaten Bungo. Sampel penelitian ini adalah masyakat yang minimal 2 kali pernah menginap di minimal 2 hotel berbeda di Kabupaten Bungo. Analisis yang digunakan yaitu SMART PLS. Hasil penelitian ini adalah sebagai berikut: Kualitas berpengaruh positif dan signifikan terhadap kepuasan pelanggan, Inovasi berpengaruh positif dan signifikan terhadap kepuasan pelanggan, Kepuasan pelanggan berpengaruh positif dan signifikan terhadap nilai pelanggan, Kualitas layanan berpengaruh positif dan signifikan terhadap nilai pelanggan, Inovasi tidak berpengaruh signifikan terhadap nilai planggan, Kepuasan pelanggan mampu memediasi pengaruh kualitas layanan terhadap nilai pelanggan dan Kepuasan pelanggan mampu memediasi pengaruh inovasi terhadap nilai pelanggan
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