Pengaruh Functional Attributes, Non-functional Attributes, dan Corporate Ability Association terhadap Brand Loyalty Java Paragon Hotel and Residences

Flora Natalia Regal(1*),


(1) 
(*) Corresponding Author

Abstract


Surabaya adalah kota terbesar kedua di Indonesia dengan pertumbuhan industri yang sangat pesat, terutama di bidang hospitality. Meraih loyalitas konsumen dan mempertahankannya adalah hal yang penting bagi hotel-hotel di Surabaya. Penelitian ini dimaksudkan untuk mengetahui sejauh mana pengaruh functional attributes association, non-functional attributes, dan corporate ability, yang merupakan dimensi dari brand association, terhadap brand loyalty. Penelitian dilaksanakan secara kuantitatif, dengan jumlah responden sebanyak 135 responden.

Teknik pengambilan data dilakukan dengan non-probability sampling, teknik purposive sampling. Metode pengolahan data dilakukan dengan menggunakan validitas, reliabilitas, analisa statistik deskriptif, dan uji asumsi klasik. Sedangkan metode analisis data yang dipakai adalah analisa regresi linear berganda, uji F dan uji t. Dari hasil penelitian diketahui bahwa functional attributes association, non-functional attributes, dan corporate ability berpengaruh terhadap brand loyalty Java Paragon Hotel and Residences. Dan variabel corporate ability association adalah variabel yang paling berpengaruh terhadap brand loyalty.


Keywords


brand association; functional attributes; non-functional attributes; corporate ability; brand loyalty

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