Pengaruh Harga dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan (Studi Kasus Pada Hotel The Farrel Nganjuk)

Susanti, Dwi Novi (2025) Pengaruh Harga dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan (Studi Kasus Pada Hotel The Farrel Nganjuk). Skripsi thesis, Universitas Kadiri.

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Abstract

This study analyzes the effect of price and service quality on customer loyalty at The Farrel Nganjuk Hotel. Data were collected through a questionnaire survey from 58 respondents and analyzed using SPSS version 25. The results of the analysis show that price has a positive and significant partial effect on customer loyalty. This is evidenced by the t-count value of 3.364 which exceeds the t-table of 2.004, indicating that prices that are considered good by customers are positively correlated with increasing their loyalty. In addition, service quality is also proven to have a positive and significant partial effect, even with a more dominant influence. The t-count value of 19.147, far exceeding the t-table of 2.004, confirms that excellent service quality is a crucial factor in building customer loyalty. Overall, this study concludes that price and service quality simultaneously contribute positively and significantly to customer loyalty at The Farrel Nganjuk Hotel. This means that these two aspects work together in encouraging customers to remain loyal, underscoring the importance of optimizing both in a strategy to maintain and increase the hotel's customer base. Keywords: Price; Service Quality; Customer Loyalty

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi & Bisnis > Prodi Manajemen S1
Depositing User:	Unnamed user with email rio.mahardiko@gmail.com
Date Deposited:	27 Feb 2026 01:51
Last Modified:	27 Feb 2026 01:51
URI:	http://repository.unik-kediri.ac.id/id/eprint/1090

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