Open AccessPENGARUH KEPERCAYAAN DAN KOMITMEN SERTA BAURAN PEMASARAN JASA TERHADAP LOYALITAS KONSUMEN DI HOTEL ZAKIAH MEDAN
Author(s) -
Nurul Widyawati
Publication year - 2018
Publication title -
ekuitas (jurnal ekonomi dan keuangan)
Language(s) - English
Resource type - Journals
eISSN - 2548-5024
pISSN - 1411-0393
DOI - 10.24034/j25485024.y2008.v12.i1.239
Subject(s) - business administration , loyalty business model , business , loyalty , simple random sample , marketing mix , advertising , marketing , population , service quality , service (business) , sociology , demography
The objective of this study is to investigate the simultaneous and partial effect of trust, commitment, and marketing mix on customer loyalty at Zakiah Hotel Medan.The sample of this study are 150 customers at Zakiah Hotel Medan. This study uses probability sampling by simple random sampling. And data are estimated by using multiple linear regression model.The empirical result of this study with F-test shows that trust, commitment, and marketing mix influence customer loyalty at Zakiah Hotel Medan. The result with partial t-tes shows that trust (X1) by t-tes (3,8463) >t-tab(1,9764), commitment (X2) by t-test (4,4248) > t-tab(1,9764;) and marketing mix (X3) by t-test (7,0702) > t-tab (1,9764) influence to customer loyalty at Zakiah Hotel Medan.