Pengaruh Atribut Layanan Digital Terhadap Loyalitas Pelanggan Hotel Berbintang di Jakarta dan Bandung Melalui Mediasi Kepuasan Pelanggan

Ilham Fauzan Putra; Frischa Cahya Ayunda

doi:10.52423/businessuho.v11i1.125

Penulis

Ilham Fauzan Putra Politeknik Negeri Bandung
Frischa Cahya Ayunda Politeknik Pariwisata Batam

DOI:

https://doi.org/10.52423/businessuho.v11i1.125

Kata Kunci:

Digitalisasi, Kepercayaan, Kepuasan, Loyalitas, Perhotelan

Abstrak

Transformasi digital telah mengubah cara hotel berbintang menyampaikan layanan, khususnya di kota besar seperti Jakarta dan Bandung yang menjadi pusat adopsi teknologi perhotelan. Penelitian ini bertujuan menguji pengaruh Digital Service Quality (DSQ) terhadap loyalitas pelanggan dengan kepercayaan dan kepuasan pelanggan sebagai variabel mediasi. Lima dimensi DSQ yang diuji meliputi Smart Interaction & Control, Ease of Use, Information Quality, Responsiveness & Personalization, serta Security & Privacy. Pendekatan kuantitatif digunakan dengan teknik Partial Least Squares Structural Equation Modeling (PLS-SEM) menggunakan SmartPLS 4. Data dianalisis dari 293 responden tamu hotel berbintang yang pernah menggunakan layanan digital seperti mobile check-in, smart room, dan chatbot. Hasil penelitian menunjukkan bahwa tidak seluruh dimensi DSQ berpengaruh signifikan. Smart Interaction & Control dan Ease of Use merupakan penentu terkuat dalam membentuk kepercayaan dan kepuasan pelanggan, Information Quality hanya berpengaruh signifikan terhadap kepercayaan, sementara Security & Privacy dan Responsiveness & Personalization tidak menunjukkan pengaruh yang signifikan pada kedua jalur. Kepercayaan pelanggan terbukti menjadi mediator paling dominan terhadap loyalitas, diikuti kepuasan pelanggan. Temuan ini menegaskan bahwa loyalitas pada layanan hotel digital lebih ditentukan oleh kemudahan dan kendali interaksi yang membangun kepercayaan, bukan sekadar kelengkapan fitur. Penelitian ini memberikan kontribusi teoretis pada pengembangan model kualitas layanan digital serta implikasi praktis bagi manajemen hotel dalam merancang strategi layanan berbasis teknologi.

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