Pengaruh Brand Awareness Terhadap Loyalitas Pelanggan yang dimediasi oleh Guest Satisfaction di Hotel Mercure Bali Nusa Dua
##plugins.themes.academic_pro.article.sidebar##
Published
Aug 18, 2025
Download
Statistic
##plugins.themes.academic_pro.article.main##
Abstract
Penelitian ini dilakukan untuk menguji pengaruh brand awareness terhadap loyalitas pelanggan dengan kepuasan tamu sebagai variabel mediasi pada Hotel Mercure Bali Nusa Dua. Penelitian ini menggunakan pendekatan deskriptif kuantitatif dengan metode asosiatif kausal. Data dikumpulkan melalui kuesioner skala likert yang disebarkan kepada 100 tamu hotel sebagai responden, kemudian dianalisis menggunakan software SmartPLS dengan pendekatan Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa ketiga variabel yaitu brand awareness, kepuasan tamu, dan loyalitas pelanggan berada dalam kategori baik. Pengujian hipotesis menunjukkan bahwa brand awareness berpengaruh positif dan signifikan terhadap kepuasan tamu dan loyalitas pelanggan. Selain itu, kepuasan tamu juga terbukti berpengaruh signifikan terhadap loyalitas pelanggan dan mampu memediasi secara parsial pengaruh kesadaran merek terhadap loyalitas pelanggan. Temuan ini menunjukkan bahwa kesadaran merek yang tinggi dapat meningkatkan kepuasan tamu, yang pada gilirannya memperkuat loyalitas mereka terhadap hotel. Dengan demikian, kepuasan tamu memiliki peran penting dalam menjembatani pengaruh antara kesadaran merek dan loyalitas pelanggan.
##plugins.themes.academic_pro.article.details##
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
How to Cite
Febrianti, D., & Surenda, R. (2025). Pengaruh Brand Awareness Terhadap Loyalitas Pelanggan yang dimediasi oleh Guest Satisfaction di Hotel Mercure Bali Nusa Dua. JURNAL KAJIAN PARIWISATA DAN BISNIS PERHOTELAN, 6(2), 119-130. https://doi.org/10.24036/jkpbp.v6i2.80972
References
[1] N. Noviastuti dan D. A. Cahyadi, “Peran Reservasi dalam Meningkatkan Pelayanan Terhadap Tamu di Hotel Novotel Lampung,” Jurnal Nusantara (Jurnal Ilmiah Pariwisata dan Perhotelan) – Vol.3 No.1 Februari 2020 – ISSN (Online) 2597-5323, p. 31, 2020.
[2] N. Arianty dan A. Andira, “Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian,” MANEGGIO: Jurnal Ilmiah Magister Manajemen Volume 4, Nomor 1, 2021.
[3] Z. Furqon and D. P. Wulandari, “The influence of facilities on visitors’ emotional value at Mifan Water Park Tourist Attraction in Padang Panjang City,” Journal of Multidimensional Management, vol. 2, no. 1, pp. 120–125, 2025, doi: 10.63076/jomm.v2i1.29.
[4] M. Indrasari, “Pemasaran dan Kepuasan Pelanggan,” Unitomo Press, 2019.
[5] S. Firdaus and Y. Abrian, “A quantitative study on the influence of authenticity and employee helpfulness on customer delight at The Balcone Hotel & Resort,” Journal of Multidimensional Management, vol. 2, no. 1, pp. 114–119, 2025, doi: 10.63076/jomm.v2i1.26.
[6] T. A. Mayumartiana, Y. Aulia, Octora dan E. B. Setiawan, “The Effect of Price Fairness and Service Convenience on Customer Satisfaction and Its Impact on Customer Loyalty (Case Study: Indonesia AirAsia),” 2019.
[7] M. A. Burhani, “Pengaruh Brand Awareness, Brand Image dan Percived Quality terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan,” 2020.
[8] Sugiyono, Metode Penelitian Kuantitatif, Kualitatif dan R&D, Bandung: ALFABETA,cv, 2022.
[9] I. Ghozali dan H. Latan , Partial Least Squares Konsep Teknik dan Aplikasi dengan Program Smart PLS 3.0., Semarang: Universitas Diponegoro, 2015.
[10] M. Sarstedt, C. M. Ringle, dan J. F. Hair, “Partial least squares structural equation modeling.” In Handbook of market research, pp. 587-632, 2021.
[11] F. Tjiptono dan G. Chandra, Service, quality & satisfaction.Yogyakarta: Andi Offset, 2019.
[12] A. D. Prayogo and Hermansyah, “Assessing the impact of communication and motivation on employee productivity: A case study of Turi Beach Resort, Batam,” Journal of Multidimensional Management, vol. 2, no. 1, pp. 109–113, 2025, doi: 10.63076/jomm.v2i1.28.
[13] J. Griffin, Customer Loyalty: Menumbuhkan & Mempertahankan Loyalitas Pelanggan, Jakarta: Erlangga, 2016.
[14] C. Adriana , A. Mustaqim, M. T. Nugraini dan A. Ghofur, “Loyalitas Konsumen yang Dipengaruhi oleh Kualitas Pelayanan, Harga dan Kepuasan Konsumen.,” Jurnal Pendidikan Tambusai 5(3), p. 114–118, 2021.
[15] C. C. Ugwuanyi, S. Ehimen Dan J. I. Uduji, “Hotel Guests’ Experience, Satisfaction and Revisit Intentions: An Emerging Market Perspective,” African Journal of Hospitality, Tourism and Leisure, 10(2), p. 406–424, 2021.
[16] M. Hafizd and A. Kahar, “The influence of self-efficacy and motivation to enter the workforce on job readiness: A study of fourth-year diploma students in hospitality management at State University of Padang (Class of 2021),” Journal of Multidimensional Management, vol. 2, no. 1, pp. 101–108, 2025, doi: 10.63076/jomm.v2i1.25.
[17] G. M. Ilyas, S. Rahmi, H. Tamsah dan A. R. Munir, “Reflective Model of Brand Awareness on Repurchase Intention and Customer Satisfaction.” Journal of Asian Finance, Economics and Business Vol. 7. No 9., pp. 427-438. , 2020.
[18] S. Utomo dan A. Saragih, “The effect of brand awareness and service quality on customer satisfaction and its implications for container terminal customer loyalty.” International Journal of Advanced Multidisciplinary, 2(2), p. 551–561, 2023.
[19] T. Ayunigrum dan Mochlasin, “The Influence Of Brand Awareness, Customer Value and Trust Toward Loyalty Customer Bank Central Java KCPS Salatiga with Satisfaction as Intervening Variable,” JIEM: Journal of Islamic Entrepreneurship and Management 1(2), pp. 23-42, 2021.
[20] A. Rismaulana and Hermansyah, “The influence of work discipline and work-life balance on employee productivity at Aston Batam Hotel & Residence,” Journal of Multidimensional Management, vol. 2, no. 1, pp. 95–100, 2025, doi: 10.63076/jomm.v2i1.22.
[21] I. K. A. M. Putra, I. G. A. Wimba dan P. H. Susanti, “Pengaruh Kualitas Pelayanan terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan sebagai Variabel Mediasi pada CV. Jaya Utama Teknik di Kabupaten Badung,” Jurnal Manajemen, Kewirausahaan dan Pariwisata Vol. 1 (No. 4), pp. 1279-1291 , 2021.
[22] K. L. Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity (2nd ed.), Prentice Hall, 2003.
[23] k. Anwar, “Analysis of the Influence of Brand Awareness and Customer Satisfaction on Corporate Image and Its Impact on Customer Loyalty on Laurier Products PT. Kao Indonesia,” SEEIJ (Social Economics and Ecology International Journal), 6(2), p. 53–59., 2022.
[2] N. Arianty dan A. Andira, “Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian,” MANEGGIO: Jurnal Ilmiah Magister Manajemen Volume 4, Nomor 1, 2021.
[3] Z. Furqon and D. P. Wulandari, “The influence of facilities on visitors’ emotional value at Mifan Water Park Tourist Attraction in Padang Panjang City,” Journal of Multidimensional Management, vol. 2, no. 1, pp. 120–125, 2025, doi: 10.63076/jomm.v2i1.29.
[4] M. Indrasari, “Pemasaran dan Kepuasan Pelanggan,” Unitomo Press, 2019.
[5] S. Firdaus and Y. Abrian, “A quantitative study on the influence of authenticity and employee helpfulness on customer delight at The Balcone Hotel & Resort,” Journal of Multidimensional Management, vol. 2, no. 1, pp. 114–119, 2025, doi: 10.63076/jomm.v2i1.26.
[6] T. A. Mayumartiana, Y. Aulia, Octora dan E. B. Setiawan, “The Effect of Price Fairness and Service Convenience on Customer Satisfaction and Its Impact on Customer Loyalty (Case Study: Indonesia AirAsia),” 2019.
[7] M. A. Burhani, “Pengaruh Brand Awareness, Brand Image dan Percived Quality terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan,” 2020.
[8] Sugiyono, Metode Penelitian Kuantitatif, Kualitatif dan R&D, Bandung: ALFABETA,cv, 2022.
[9] I. Ghozali dan H. Latan , Partial Least Squares Konsep Teknik dan Aplikasi dengan Program Smart PLS 3.0., Semarang: Universitas Diponegoro, 2015.
[10] M. Sarstedt, C. M. Ringle, dan J. F. Hair, “Partial least squares structural equation modeling.” In Handbook of market research, pp. 587-632, 2021.
[11] F. Tjiptono dan G. Chandra, Service, quality & satisfaction.Yogyakarta: Andi Offset, 2019.
[12] A. D. Prayogo and Hermansyah, “Assessing the impact of communication and motivation on employee productivity: A case study of Turi Beach Resort, Batam,” Journal of Multidimensional Management, vol. 2, no. 1, pp. 109–113, 2025, doi: 10.63076/jomm.v2i1.28.
[13] J. Griffin, Customer Loyalty: Menumbuhkan & Mempertahankan Loyalitas Pelanggan, Jakarta: Erlangga, 2016.
[14] C. Adriana , A. Mustaqim, M. T. Nugraini dan A. Ghofur, “Loyalitas Konsumen yang Dipengaruhi oleh Kualitas Pelayanan, Harga dan Kepuasan Konsumen.,” Jurnal Pendidikan Tambusai 5(3), p. 114–118, 2021.
[15] C. C. Ugwuanyi, S. Ehimen Dan J. I. Uduji, “Hotel Guests’ Experience, Satisfaction and Revisit Intentions: An Emerging Market Perspective,” African Journal of Hospitality, Tourism and Leisure, 10(2), p. 406–424, 2021.
[16] M. Hafizd and A. Kahar, “The influence of self-efficacy and motivation to enter the workforce on job readiness: A study of fourth-year diploma students in hospitality management at State University of Padang (Class of 2021),” Journal of Multidimensional Management, vol. 2, no. 1, pp. 101–108, 2025, doi: 10.63076/jomm.v2i1.25.
[17] G. M. Ilyas, S. Rahmi, H. Tamsah dan A. R. Munir, “Reflective Model of Brand Awareness on Repurchase Intention and Customer Satisfaction.” Journal of Asian Finance, Economics and Business Vol. 7. No 9., pp. 427-438. , 2020.
[18] S. Utomo dan A. Saragih, “The effect of brand awareness and service quality on customer satisfaction and its implications for container terminal customer loyalty.” International Journal of Advanced Multidisciplinary, 2(2), p. 551–561, 2023.
[19] T. Ayunigrum dan Mochlasin, “The Influence Of Brand Awareness, Customer Value and Trust Toward Loyalty Customer Bank Central Java KCPS Salatiga with Satisfaction as Intervening Variable,” JIEM: Journal of Islamic Entrepreneurship and Management 1(2), pp. 23-42, 2021.
[20] A. Rismaulana and Hermansyah, “The influence of work discipline and work-life balance on employee productivity at Aston Batam Hotel & Residence,” Journal of Multidimensional Management, vol. 2, no. 1, pp. 95–100, 2025, doi: 10.63076/jomm.v2i1.22.
[21] I. K. A. M. Putra, I. G. A. Wimba dan P. H. Susanti, “Pengaruh Kualitas Pelayanan terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan sebagai Variabel Mediasi pada CV. Jaya Utama Teknik di Kabupaten Badung,” Jurnal Manajemen, Kewirausahaan dan Pariwisata Vol. 1 (No. 4), pp. 1279-1291 , 2021.
[22] K. L. Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity (2nd ed.), Prentice Hall, 2003.
[23] k. Anwar, “Analysis of the Influence of Brand Awareness and Customer Satisfaction on Corporate Image and Its Impact on Customer Loyalty on Laurier Products PT. Kao Indonesia,” SEEIJ (Social Economics and Ecology International Journal), 6(2), p. 53–59., 2022.