Pengaruh Kualitas Layanan Tour Leader dan Kepuasan Jamaah Terhadap Loyalitas Pelanggan di Omara Tours

Abstract

This study aims to describe the quality of tour leader services, pilgrims’ satisfaction, and pilgrims’ loyalty, as well as to analyze the simultaneous effect of service quality and pilgrims’ satisfaction on pilgrims’ loyalty at Omara Tours. This study employed a quantitative method with a survey approach. Data were collected through questionnaires and analyzed using statistical techniques. The descriptive analysis results showed that the average score for service quality was 4.61 (excellent), pilgrims’ satisfaction was 4.44 (excellent), and pilgrims’ loyalty was 4.51 (excellent). The responsiveness dimension obtained the highest score for service quality, while communication and marketing information received the highest score for pilgrims’ satisfaction. In the loyalty variable, willingness to recommend was reported as the dimension with the highest score. The regression results indicated that service quality and pilgrims’ satisfaction simultaneously had a significant effect on pilgrims’ loyalty, with a coefficient of determination (R²) of 0.930, or 93%. Thus, service quality and pilgrims’ satisfaction explained most of the variation in pilgrims’ loyalty within the research sample.