Abstract :
Hospitality company in Indonesia is growing rapidly. Hospitality
developments also occurred in the city of Berastagi where there are a variety of
hospitality establishments in considerable amounts. The number of hospitality
companies, resulting in increasing competition among the hotel, the other five-star
hotels also add to the intense competition among hotels in Berastagi. In this case the
International Hotel International Sibayak Berastagi required to demonstrate good
service quality, price according to the facilities provided, emotional factors and a
strategic location in creating customer satisfaction and loyalty at the International
Hotel Sibayak Berastagi.
Formulation of the problem in this study is how the influence of service
quality, price, emotional factors and location on consumer satisfaction, and how
consumer satisfaction influence to consumer loyalty Hotel International Sibayak
Berastagi. The research objective was to determine and analyze the effect of the
influence of service quality, price, emotional factors and location on consumer
satisfaction, and to know and analyze the influence of customer satisfaction on
consumer loyalty. The theory used in this study is the theory of service quality, price
theory, theory of emotional factors, location theory, theory of consumer satisfaction
and consumer loyalty theory.
The study was conducted at Hotel International Sibayak Berastagi. This type
of quantitative descriptive study using purposive sampling method with a sample of
99 people. The nature of the research is the explanation (explanatory). Testing
hypotheses using Structural Equation Modeling (SEM), with the software AMOS 18.
Compatibility test results obtained indicate that the variable quality of
service, price, emotional factors, the location can explain the variations that occur in
customer satisfaction and customer loyalty at the International Hotel Sibayak
Berastagi. Each variable has positive and significant impact on customer satisfaction
and loyalty International Hotel International Sibayak Berastagi. Variable emotional
factor is the most dominant factor influence on consumer satisfaction probably means
more variable emotional factors play a role in determining customer satisfaction in
the International Hotel Sibayak Berastagi.