Pengaruh Atribut Hotel dan Motivasi Hedonik Terhadap Loyalitas Pelanggan Hotel Hyatt Yogyakarta

Abstract

The proliferation of hotel development growth in Yogyakarta is not only a threat and increasing competition in the world of hospitality. The presence of the hotel with a variety of attributes offered a factor that encourages the public chose the hotel to meet the needs and become a hedonist. While the hotel is an important attribute as a reference for the customer to the effect of consumer behavior and drive decision-making.This study aims to know the effect between hedonic motivations to customer loyalty. The population in this study is Customer Hyatt indicated by members Accor card ownership, samples were taken with non probability sampling method, the sampling technique in which each respondent has met the criteria of the population does not have the same opportunities as samples. The results showed that there is a positive correlation between hedonic motivation customers and customer loyalty, meaning that if the hedonic motivation increases, will also increase customer loyalty. There is a positive relationship between the attributes of the hotel and customer loyalty. Hedonic motivations and attributes hotel is able to the effect of customer loyalty amounted to 47.9%.