PENGARUH PELAYANAN MICE TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN STUDI KASUS : ASTRINDO TRAVEL JAKARTA

Manopo, Elvara (2024) PENGARUH PELAYANAN MICE TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN STUDI KASUS : ASTRINDO TRAVEL JAKARTA. Bachelor thesis, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta.

Text ELVARA MANOPO_2307660_ARTIKEL ILMIAH-COVER-ABSTRACT-BAB I-BAB V-DAFTAR PUSTAKA.pdf Download (3MB)

Abstract

This study aims to analyze the influence of MICE service on customer satisfaction and loyalty at Astrindo Travel Jakarta. The research adopts a quantitative approach with a survey method involving 100 respondents who utilized MICE services within the last six months. Data analysis is performed using descriptive tests, validity tests, reliability tests, classical assumption tests, simple linear regression, and t-tests. The results indicate that MICE service significantly influences customer satisfaction, with a t-value of 24.904, which is greater than the t-table value, and a significance level of 0.000. The coefficient of determination (R Square) shows a value of 0.864, indicating that MICE service contributes 86.4% to customer satisfaction, while 13.6% is influenced by other factors not examined in this study. For customer loyalty, the obtained t-value is 9.238, which also exceeds the t-table value, with a significance level of 0.000. The R Square value for this variable is 0.465, meaning that 46.5% of the variation in customer loyalty can be explained by MICE service, while 53.5% is affected by other factors. The conclusion of this study is that MICE service has a positive influence on customer satisfaction and loyalty at Astrindo Travel Jakarta.

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