Pengaruh Diskon Harga Kamar Terhadap Loyalitas Tamu di Swiss-Belhotel Bogor

ABSTRACT
This study aims to analyze the effect of room price discounts on guest loyalty at Swiss-Belhotel Bogor through the Swiss-Belhotel Executive Card (SBEC) program. The research employed a quantitative approach with a survey method involving 68 hotel guests who used SBEC discounts. Data analysis was conducted using simple linear regression. The results indicate that room price discounts have a positive and significant effect on guest loyalty. The coefficient of determination (R2) of 0.565 shows that 56.5% of the variation in guest loyalty is explained by the room discount variable. The implications of this study emphasize that price discounts are an effective strategy in building guest loyalty, although further development is needed in diversifying the discounted product offerings to enhance the loyalty program's effectiveness.
Keywords: Room Discount, Guest Loyalty, Swiss-Belhotel, SBEC
ABSTRAK
Penelitian ini bertujuan untuk menganalisis pengaruh diskon harga kamar terhadap loyalitas tamu di Swiss-Belhotel Bogor melalui program Swiss-Belhotel Executive Card (SBEC). Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei kepada 68 responden yang merupakan tamu hotel pengguna diskon SBEC. Teknik analisis data menggunakan regresi linear sederhana. Hasil penelitian menunjukkan bahwa diskon harga kamar berpengaruh positif dan signifikan terhadap loyalitas tamu. Koefisien determinasi (R2) sebesar 0,565 menunjukkan bahwa 56,5% variasi loyalitas tamu dapat dijelaskan oleh variabel diskon harga kamar. Implikasi dari penelitian ini menegaskan bahwa diskon harga merupakan strategi efektif dalam membangun loyalitas tamu, namun perlu pengembangan lebih lanjut terhadap variasi jenis produk yang mendapatkan diskon agar program loyalitas semakin optimal.
Kata kunci: Diskon Harga Kamar, Loyalitas Tamu, Swiss-Belhotel, SBEC