PENGARUH BRAND IMAGE, WORD OF MOUTH DAN CUSTOMER EXPERIENCE TERHADAP LOYALITAS KONSUMEN MELALUI CUSTOMER SATISFACTION PADA HOTEL GUCIKU
DOI:
https://doi.org/10.31959/jm.v15i3.4092Abstract
Introduction: Retaining customers and encouraging them to continue using hotel services remains an important challenge for the hospitality industry, particularly as competition among accommodation providers in tourist destinations continues to intensify. Within this context, brand image, word of mouth, and customer experience may influence the formation of consumer loyalty. This research investigates the extent to which these factors affect consumer loyalty at Hotel Guciku and further evaluates the mediating role of customer satisfaction in these relationships.
Methods: This research used a quantitative approach with an explanatory design. Information was obtained using a structured questionnaire administered to 155 respondents with previous experience staying at Hotel Guciku. The responses from all eligible participants were then analyzed using PLS-SEM with SmartPLS. This analytical technique was utilized to assess the relationships among the research constructs and to establish whether the proposed hypotheses received empirical support.
Results: The results demonstrate that brand image and customer experience have a positive and significant influence on consumer loyalty, whereas Word of Mouth does not have a statistically significant direct effect on loyalty. Furthermore, all three antecedent variables brand image, Word of Mouth, and customer experience show significant positive effects on customer satisfaction, which subsequently contributes positively and significantly to consumer loyalty. For the mediation analysis, the findings reveal that customer satisfaction mediates the effect of customer experience on consumer loyalty, while no significant mediation is found for the effects of brand image and Word of Mouth on consumer loyalty.
Keywords: Brand Image, Customer Experience, Customer Satisfaction, Loyalitas Konsumen.Word Of Mouth
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