ANALISIS PENGARUH KINERJA STAF TERHADAP LOYALITAS PELANGGAN

Abstrak

Abstract: Analysis of Staff Work Performance Influence on the Customer Loyalty. The purposes of this research are to analyze the influence of staff work performance on the customer loyalty at Arya Duta Hotel Manado and to know what to do to improve the staff work performance in operating the hotel.  The research method applied in this study is descriptive-quantitative method and the data analysis methods used are simple linear regression analysis, correlation coefficient, determination coefficient and hypothesis test using Wilcoxon test.  The results of research show that performance has influence on customers/guests as proved from the simple linear regression test obtained from the equation y = 0,899 + 0,887x meaning that every 1 score increase of performance will result in customer/guest loyalty as much as 1.786.  Spearman Rank Correlation Coefficient value is 0,744 which means that performance has strong influence on hotel customer/guest loyalty. While the determination coefficient value is 0.55 meaning that performance contributes 55% to the guest satisfaction and the rest is influenced by other factors. Hypothesis testing using Wilcoxon test has a z value of 0.11 greater than z a/2 which is 0.05.  It means that h0 is rejected and the alternative hypothesis (H1) is accepted.  Based on the results of research, a conclusion can be drawn that performance has influence on the guest loyalty at Arya Dua Hotel Manado and the two variables have a strong relation. It is recommended that the hotel management consistently pay attention to the staff performance since it has influence on the hotel customer/guest loyalty/