Analisis kepuasan dan kepercayaan konsumen dengan strategi relationship marketing sebagai mediator terhadap loyalitas konsumen pada Hotel XY

Globalization of markets has opened many opportunities for hotels to reap profits through exploiting potential sourcess of economic of scope. In intensely competitive global arenas, the hotels should identify their service and competency gaps and fill them rapidly. Each hotel has spesific/unique service and resourcess to create customer satisfaction more their expectation and loyalty . Relationship marketing strategy as manifestation of strategic orientation, that focuses on keeping and improving current customers to a firm advantage to develop long term relationship with existing customers. For make an additional sale to an existing customer more easier and less expensive than to make a new sale to a new consumer. This strategy make consumer feel like their important for this company. This paper examines antecedents of perception consumer of relationship marketing strategy to customer loyalty in Hotel XY. The focus of this research is on the influence of external variable (consumer satisfaction and trust) on the consumer loyalty using internal variable (relationship marketing variable) as a mediator. Path analysis is used to examine existence of effect. Structural models resulted from this research show as follows: Model 1l: Y = 0,53X1 + 0,89X2 Model 2 : Z = 1,08Y Furthermore, research findings indicate that: 1. Consumer satisfaction and consumer trust variables significantly influence to relationship marketing. 2. Relationship marketing variable significantly influence to consumer loyalty 3. Consumer trust mediated by relationship marketing become an important variable that indirectly influence the consumer loyalty 4. Relationship marketing appear to dominant factor influencing the consumer loyalt