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Pengaruh Citra Merek Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan (Studi Pada Pengunjung Ubud Hotel & Cottages Malang)

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Pengaruh Citra Merek Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan (Studi Pada Pengunjung Ubud Hotel & Cottages Malang) Pengaruh Citra Merek dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan (Studi Pada Pengunjung Ubud Hotel & Cottages Malang) Shelmy Maulidiyah Rosihan Jurusan Manajemen, Fakultas Ekonomi dan Bisnis Universitas Brawijaya [email protected] Dosen Pembimbing: Dr. Astrid Puspaningrum, SE., MM ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh dari Citra Merek dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan pada pengunjung Hotel Ubud & Cottages yang merupakan salah satu hotel yang banyak diminati oleh wisatawan di Kota Malang. Penelitian ini menggunakan sampel sebanyak 150 responden pada pengunjung Ubud Hotel & Cottages Malang. Jenis penelitian yang digunakan adalah eksplanatory research untuk menjelaskan hubungan atau pengaruh variabel yang diteliti. Teknik pengambilan sampel dalam penelitian ini adalah dengan menggunakan non probability sampling. Metode pengumpulan data dalam penelitian ini menggunakan kuisioner yang diukur dengan skala likert. Uji instrument dalam penelitian ini berupa uji validitas, uji realibilitas, dan uji asumsi klasik (uji normalitas, uji multikolinearitas dan uji heteroskedastisitas). Untuk teknik analisis data menggunakan analisis regresi linier berganda. Uji hipotesis menggunakan uji t. Hasil penelitian menunjukkan bahwa baik citra merek maupun kepuasan pelanggan mempunyai pengaruh yang signifikan terhadap loyalitas pelanggan pada pengunjung Ubud Hotel & Cottages Malang.. Kata Kunci: Citra Merek, Kepuasan Pelanggan, Loyalitas Pelanggan, Ubud Hotel & Cottages Malang. 1 The Effect of Brand Image and Customer Satisfaction to Customer Loyalty (Study on Visitors of Ubud Hotels & Cottages Malang) Shelmy Maulidiyah Rosihan Faculty of Economics and Business, University of Brawijaya [email protected] Advisor: Dr. Astrid Puspaningrum, SE., MM. ABSTRACT This study aims to determine the effect of Brand Image and Customer Satisfaction to Customer Loyalty of Ubud & Cottages Hotel’s visitors which is one of the hotels that are in great demand by tourists in Malang City. This study uses a sample of 150 respondents to visitors of Ubud Hotel & Cottages Malang. The type of research used is explanatory research to explain the relationship or influence of the variables studied. The sampling technique in this study is to use non-probability sampling. Data collection methods in this study using questionnaires measured by a Likert scale. The instrument test in this study is the validity test, reliability test, and classical assumption test (normality test, multicollinearity test, and heteroscedasticity test). For data analysis techniques using multiple linear regression analysis. Hypothesis testing using t-test. The results show that both brand image and customer satisfaction have a significant influence on customer loyalty to visitors of Ubud Hotels & Cottages Malang. Keywords: Brand Image, Customer Satisfaction, Customer Loyalty, Ubud Hotel & Cottages Malang. 2 PENDAHULUAN kunjungan wisatawan ke jawa timur hingga pada tahun 2017 mencapai Dewasa ini manusia dituntut angka 247.166 juta orang (BPS untuk melakukan berbagai aktivitas Provinsi Jawa Timur, 2017). dalam rangka memenuhi kebutuhan Banyaknya wisatawan yang hidup. Aktivitas yang padat serta berkunjung ke Jawa Timur tersebut kondisi kehidupan di perkotaan akan berdampak pada pertumbuhan memicu timbulnya kejenuhan industri hotel di Jawa Timur. bahkan stres. Hal tersebut pada Menurut data BPS Provinsi Jawa akhirnya menimbulkan kesadaran Timur hingga per tahun 2016 jumlah masyarakat akan kebutuhan hiburan. hotel yang berada di Jawa Timur Salah satu cara untuk memenuhi berjumlah 139 Hotel dengan kebutuhan tersebut adalah dengan berklasifikasi bintang 1 sampai 5 berwisata. (BPS Provinsi Jawa Timur). Pariwisata di Indonesia Salah satu kota yang di Jawa merupakan sektor ekonomi penting. Timur yang menjadi destinasi wisata Perkembangan industri pariwisata di dan memiliki akomodasi hotel Indonesia telah memberikan peran berbintang adalah Kota Malang. Hal yang cukup signifikan terhadap tersebut dikarenakan keunggulan pertumbuhan ekonomi. Hal tersebut Kota Malang dari segi geografis dan dibuktikan dengan posisi banyaknya destinasi wisata yang kepariwisataan Indonesia yang dapat dikunjungi mulai dari menempati urutan kedua dari segi wisatawa alam, religi, sejarah, dan penerimaan devisa setelah komoditas kuliner. Berdasar pada data dari minyak kelapa sawit berdasarkan Dinas Kebudayaan dan Pariwista pada data kementerian pariwisata Kota Malang, dapat diketahui jumlah tahun 2017. Menurut data statistik wisatawan yang berkunjung ke Kota kunjungan wisatawan menunjukkan Malang pada tahun 2017 mencapai tren yang meningkat selama 7.040.000 orang yang membuat beberapa tahun terakhir dan membuat jumlah akomodasi hotel di mencapai jumlah kunjungan tertinggi Kota Malang pun meningkat. pada tahun 2017, yaitu sebanyak Menurut BPS Provinsi Jawa Timur, 14,04 juta kunjungan (Kemenpar, sampai pada tahun 2017, tercatat ada 2017). Dari hasil data statistik 31 hotel di Kota Malang yang tersebut, diketahui bahwa Indonesia berklasifikasi bintang 1 sampai 5 memiliki potensi perkembangan (BPS Provinsi Jawa Timur, 2017). pariwisata yang besar, sehingga Adanya persaingan tersebut diharapkan kepariwisataan Indonesia membuat pengelola-pengelola hotel mampu menjadi pendorong harus memiliki keuntungan peningkatan pembangunan. kompetitif yang menjadi pembeda Salah satu provinsi di Indonesia hotel tersebut dengan hotel lainnya, yang menjadi pilihan destinasi sehingga industri hotel di Indonesia wisatawan adalah Provinsi Jawa khususnya di Kota Malang telah Timur. Jawa Timur menjadi Provinsi harus menerapkan strategi yang tepat yang paling sering dikunjungi oleh untuk memenangkan persaingan. para wisatawan karena memiliki 628 Terdapat dua strategi yang saat ini objek wisata yang tersebar di seluruh banyak digunakan oleh pengelola wilayah Jawa Timur. Berdasar pada hotel untuk memeproleh keuntungan data dari BPS Provinsi Jawa Timur 3 kompetitif terhadap pesaingnya berdampak pada sikap dan perilaku yaitu, low-cost leadership dan pengunjung terhadap hotel. mengembangkan loyalitas pelanggan Keberhasilan hotel dalam yang menguntungkan bagi membentuk citranya dipengaruhi pelanggannya (Kadampully et al., oleh beberapa faktor misalnya, 2000). kelengkapan sarana dan prasarana, Loyalitas pelanggan adalah sejarah dan keberhasilan dalam kondisi dimana pelanggan memberikan pelayanan terhadap mempunyai sikap positif terhadap pengunjung yang datang ke hotel. suatu produk, mempunyai komitmen Penelitian ini menggunakan terhadap produk tersebut dan objek Ubud Hotel & Cottages bermaksud melakukan pembelian Malang. Ubud Hotel & Cottages ulang di masa yang akan datang. Malang ini merupakan satu-satunya Terciptanya loyalitas pelanggan hotel yang menyajikan pelayanan memungkinkan perusahaan dan fasilitas ala daerah Ubud Pulau mengembangkan hubungan jangka Dewata Bali di Kota Malang dengan panjang dengan pelanggan. Selain itu pemandangan yang sejuk dan indah. biaya yamg dibutuhkan untuk Hotel Ubud juga merupakan salah menarik pelanggan baru juga jauh satu dari 5 hotel dengan lebih besar dibandingkan biaya untuk pemandangan paling manakjubkan di mempertahankan pelanggan yang Malang (Kompas, 2015). Mengingat loyal pada perusahaan (Kotler dan bahwa Ubud Hotel & Cottages baru Armstrong, 2012). Loyalitas mulai beroperasi sejak tahun 2012 pelanggan sendiri tidak dapat lalu dan dapat dikatakan sebagai dipisahkan dari kepuasan pelanggan. hotel yang relatif baru di kota Kalangan praktisi maupun akademisi Malang, dengan lokasi yang berada sepakat bahwa kepuasan dan di pusat kota serta pemandangan loyalitas terkait secara erat dan tak indah dan udara yang sejuk terpisahkan. Tetapi pola hubungan membuatnya sudah dapat antara keduanya bersifat asimetri diklasifikasikan sebagai salah satu mengingat konsumen yang loyal hotel terbaik di Kota Malang dengan kebanyakan konsumen yang citra yang baik dimata umum dan terpuaskan, tetapi tidak semua dengan fasilitas yang dapat kepuasan konsumen bermakna memuaskan pengunjung. loyalitas (Oliver, dalam Margita Citra merek hotel yang baik 2016). sangat penting bagi hotel untuk Selain kepuasan pelanggan, ada menarik minat pengunjung untuk salah satu faktor yang dapat menggunakan jasa penginapan di mempengaruhi loyalitas pelanggan Ubud Hotel & Cottages Malang. yaitu citra merek (brand image). Penelitian ini dilakukan untuk Citra merupakan asset tidak mengetahui sejauh mana kepuasan berwujud (intangible assets) yang pengunjung Ubud Hotel & Cottages berharga dari perusahaan. Citra Malang berdasarkan perspektif positif memungkinkan sebuah kesesuaian antara pelayanan hotel perusahaan untuk mendapatkan nilai yang diharapkan dengan kinerja reputasi dan keunggulan kompetitif pelayanan terbaik yang diterima (Porter dan Claycomb, dalam pengunjung hotel. Apabila pelayanan Margita 2016). Citra hotel tidak sesuai seperti yang diharapkan 4 oleh pengunjung, maka hal tersebut Keputusan Pembelian Konsumen akan berpengaruh pada tingkat Menurut Kotler dan Keller kepuasan pengunjung terhadap Ubud Hotel & Cottages Malang, tentunya (2007) mendefinisikan “keputusan pembelian yaitu beberapa tahapan pengunjung tidak akan loyal dan berakibat terhadap turunnya yang dilakukan oleh konsumen sebelum melakukan keputusan kunjungan pengunjung ke Ubud Hotel & Cottages Malang. pembelian suatu produk.” Menurut Kotler dan Amstrong (2008) Berdasarkan uraian latar belakang diatas maka penulis tertarik mengatakan Konsumen di seluruh untuk melakukan penelitian yang dunia mempunyai usia, pendapatan, dituangkan dalam judul:
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