Pengaruh Lokasi, Harga dan Pelayanan Terhadap Loyalitas Penghuni Kamar Kos di Cempaka Putih Tengah Jakarta Pusat

Zahera Mega Utama

Abstract


This research is made to analyze some factors which have influences such as location,
price and service towards room tenants loyalty at region of Central Cempaka Putih, Central
Jakarta. The research will become a guidance for rental room owners in doing business and they
need to know factors which may influence the tenants’s comfort and loyalty. Three factors such
as location, price and service may become references to provide consumers loyalty.
The research design is done by testing correlation among location, price and service
towards loyalty trough questionnaires which are distributed to room tenants as respondents. The
room tenants are mainly students of university and corporate employees. The analysis result
shows that coefficient determination (R²) figure is 0.42% meaning that 42% of room tenants
loyalty in the region are determined by three factors; location, price and service. Based on F –
test (Anova) that these three factors simultaneously influence the room tenants loyalty. F- test
figure is 11,119 at significance level 0.000 < alpha figure at 0.05. Based on t – test, as partial
test of variable, it is found that the correlation is positive and significant. Variable (Location)
has t calculation 3.241 > 1,679 (t table) means that there is significant influence. Variable (Price)
has t calculation 2,388 > 1,679 (t table) means that there is significant influence. Variable (Service)
has t calculation 2,872 > 1,679 (t table) means that there is significant influence.


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DOI: https://doi.org/10.37721/je.v14i3.226

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