THE INFLUENCE OF PERCEIVED ATTRACTIVENESS ASPECT OF THE HOMESTAY TOWARD CUSTOMER LOYALTY (STUDY OF FOREIGN GUESTS IN NEXTDOOR HOMESTAY)

The main purpose of this research is to understand about the effects of surroundings of the building and feature, service quality, homestay facilities, homestay operation and management, homestay geist and community co-prosperity toward customer loyalty at the homestay. Surroundings of the building and feature, service quality, homestay facilities, homestay operation and management, homestay geist and community co-prosperity toward customer loyalty at the homestay have become the factors that influence the ustomers purchase intention and willingness to pay premium price. This research uses online and paper questionnaire to collect the data which was purposively distributed to 116 respondents. Multiple regression analysis and one way ANOVA are used to analyze the data. The result of this study shows that surroundings of the building and feature, service quality, homestay facilities, homestay operation and management, homestay geist and community co-prosperity are positively influence on customer loyalty of foreign guest at the homestay. All variables show significant influence to the revisit intention of foreign guest at the Nextdoor Homestay Yogyakarta. The result of this research may give insight for homestay owner in Indonesia to improve their customer loyalty by paying more intention and maintaining five aspects of the homestay which are independent variables in this study