HOTEL ATMOSPHERE DAN SERVICE QUALITY : PENGARUHNYA TERHADAP CUSTOMER SATISFACTION DAN REVISIT INTENTION

BUNGA SILVANA MISELY, . (2025) HOTEL ATMOSPHERE DAN SERVICE QUALITY : PENGARUHNYA TERHADAP CUSTOMER SATISFACTION DAN REVISIT INTENTION. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui secara lebih mendalam pengaruh hotel atmosphere dan service quality terhadap customer satisfaction serta revisit intention pada pelanggan Bobobox di wilayah Jakarta. Bobobox, sebagai salah satu penyedia akomodasi hotel kapsul yang sedang berkembang pesat di Indonesia, menawarkan konsep menginap yang mengutamakan efisiensi ruang, kenyamanan, dan teknologi. Sebanyak 200 responden, yang merupakan pelanggan atau pernah menginap di Bobobox Jakarta, berpartisipasi dalam pengisian kuesioner secara daring. Teknik pengambilan sampel dilakukan secara purposive sampling untuk memastikan responden relevan dengan tujuan penelitian. Analisis data dilakukan melalui uji reliabilitas dan uji validitas menggunakan Confirmatory Factor Analysis (CFA) untuk mengonfirmasi kesesuaian indikator dengan konstruk penelitian, serta Structural Equation Modelling (SEM) untuk menguji hubungan antarvariabel. Variabel penelitian mengacu pada model Stimulus–Organism–Response (S-O-R), di mana hotel atmosphere (meliputi kenyamanan, estetika, dan suasana) serta service quality (meliputi keandalan, daya tanggap, jaminan, empati, dan bukti fisik) bertindak sebagai stimulus, customer satisfaction sebagai organism, dan revisit intention sebagai response. Hasil penelitian menunjukkan bahwa hotel atmosphere berpengaruh positif dan signifikan terhadap customer satisfaction, namun berpengaruh positif namun tidak signifikan terhadap revisit intention. Service quality juga terbukti berpengaruh positif dan signifikan terhadap customer satisfaction, namun positif dan tidak signifikan terhadap revisit intention. Di sisi lain, customer satisfaction berpengaruh positif dan signifikan terhadap revisit intention. Temuan ini mengindikasikan bahwa meskipun hotel atmosphere dan service quality mampu mendorong peningkatan kepuasan pelanggan, keduanya tidak secara langsung memengaruhi niat kunjungan ulang. Oleh karena itu, strategi yang berfokus pada peningkatan kepuasan pelanggan, seperti peningkatan kualitas layanan personalisasi dan pemeliharaan suasana hotel yang nyaman, menjadi kunci dalam membangun loyalitas pelanggan di Bobobox. ***** This study aims to examine in greater depth the influence of hotel atmosphere and service quality on customer satisfaction and revisit intention among customers of Bobobox in the Jakarta area. Bobobox, as one of the rapidly growing capsule hotel providers in Indonesia, offers an accommodation concept that emphasizes space efficiency, comfort, and technology. A total of 200 respondents, consisting of customers who have stayed or are currently staying at Bobobox Jakarta, participated in an online questionnaire. The sampling technique used was purposive sampling to ensure the respondents were relevant to the research objectives. Data analysis was conducted through reliability testing and validity testing using Confirmatory Factor Analysis (CFA) to confirm the suitability of the indicators with the research constructs, as well as Structural Equation Modelling (SEM) to test the relationships among variables. The research variables refer to the Stimulus–Organism–Response (S-O-R) model, in which hotel atmosphere (including comfort, aesthetics, and ambiance) and service quality (including reliability, responsiveness, assurance, empathy, and tangibles) act as the stimulus, customer satisfaction serves as the organism, and revisit intention as the response. The results indicate that hotel atmosphere has a positive and significant effect on customer satisfaction but a positive and insignificant effect on revisit intention. Service quality also has a positive and significant effect on customer satisfaction but a positive and insignificant effect on revisit intention. Meanwhile, customer satisfaction has a positive and significant effect on revisit intention. These findings suggest that although hotel atmosphere and service quality can enhance customer satisfaction, they do not directly influence revisit intention. Therefore, strategies focusing on improving customer satisfaction—such as enhancing personalized service quality and maintaining a comfortable hotel atmosphere—are key to building customer loyalty at Bobobox.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D ; 2). Nofriska Krissanya, S.E., M.B.A
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Bunga Silvana Misely .
Date Deposited:	13 Aug 2025 08:18
Last Modified:	13 Aug 2025 08:18
URI:	http://repository.unj.ac.id/id/eprint/60191

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