PENGARUH KEPERCAYAAN DAN KOMITMEN SERTA BAURAN PEMASARAN JASA TERHADAP LOYALITAS KONSUMEN (STUDI PADA ATRIA HOTEL & CONVERENCE MALANG)

Abstract

ABSTRACK

This study aims to find out and understand the influence of trust, commitment, and service marketing mix on consumer loyalty at the Atria hotel & Converence Malang. This type of research is explanatory research. This study uses primary and secondary data obtained from the distribution of questionnaires and observations. The study consisted of 96 respondents who stayed at the Atria hotel & Converence Malang. This study used a descriptive quantitative method that contained validity, reliability, normality , test multicoliearity, heterocodacity, multiple linear analysis, f test, and t test.

The results of this study indicate that (1) simultaneously influence the variables of Trust and Commitment and the mix of service delivery towards Consumer Loyalty at Atria Hotel & Converence Malang. (2) partially trust variables have a significant effect on consumer loyalty, further Commitment variables have a significant effect and service marketing mix has a significant effect on Consumer Loyalty at Atria hotel & Converence Malang.Keywords: Trust, Commitment, Marketing mix, Consumer Loyalty.

Keyword : trust, commitment, mix of marketing services, consumer loyalty