PENGARUH KUALITAS LAYANAN DAN INTEGRATED MARKETING COMMUNICATION TERHADAP MINAT MENGINAP KEMBALI DI FOUR POINTS BY SHERATON BALI SEMINYAK DENGAN KEPUASAN SEBAGAI VARIABEL MEDIASI

Abstrak

Penelitian ini menganalisis pengaruh Kualitas Layanan (X1) dan Integrated Marketing Communication (X2) terhadap Minat Menginap Kembali (Y) dengan Kepuasan (Z) sebagai mediasi di Four Points by Sheraton Bali Seminyak. Hotel ini mencatatkan okupansi kamar tinggi (rata-rata 85,14% pada 2025), namun menghadapi anomali rendahnya retensi repeat guests akibat ketimpangan tangibles dan realitas IMC. Menggunakan pendekatan kuantitatif dengan teknik accidental sampling (110 responden), analisis data diolah via SPSS 26.0 meliputi Analisis Jalur dan Uji Sobel. Hasil penelitian membuktikan secara parsial Kualitas Layanan (β = 0,621; t-hitung = 6,874; p = 0,000) dan IMC (β = 0,302; t-hitung = 3,342; p = 0,001) berpengaruh positif signifikan terhadap Kepuasan. Selanjutnya, Kualitas Layanan (β = 0,377; t-hitung = 2,976; p = 0,004), IMC (β = 0,227; t-hitung = 2,046; p = 0,043), dan Kepuasan (β = 0,294; t-hitung = 2,603; p = 0,011) berpengaruh positif signifikan terhadap Minat Menginap Kembali. Model menghasilkan persamaan: Z = 0,621 (X1) + 0,302 (X2) + e1 (Adjusted R2 = 80,3%) dan Y = 0,377(X1) + 0,227(X2) + 0,294 (Z) + e2 (Adjusted R2 = 73,2%). Uji Sobel mengonfirmasi Kepuasan secara signifikan memediasi pengaruh Kualitas Layanan (Statistik Sobel = 2,429 > 1,96; p = 0,015) dan IMC (Statistik Sobel = 2,053 > 1,96; p = 0,040) terhadap Minat Menginap Kembali. Manajemen disarankan mengoptimalkan jaminan rasa aman fisik (skor terendah 3,98) dan konsistensi citra merek digital (skor terendah 4,01) guna mendongkrak retensi tamu.

This study analyzes the influence of Service Quality (X1) and Integrated Marketing Communication (X2) on Revisit Intention (Y) with Guest Satisfaction (Z) as a mediator at Four Points by Sheraton Bali Seminyak. The hotel recorded a high occupancy rate (averaging 85.14% in 2025) but faces an anomaly of low repeat guest retention due to disparities in physical tangibles and IMC realities. Using a quantitative approach with accidental sampling (110 respondents), data were analyzed via SPSS 26.0 including Path Analysis and Sobel Test. The results prove that partially, Service Quality (β = 0.621; t-value = 6.874; p = 0.000) and IMC (β = 0.302; t-value = 3.342; p = 0.001) significantly affect Satisfaction. Furthermore, Service Quality (β = 0.377; t-value = 2.976; p = 0.004), IMC (β = 0.227; t-value = 2.046; p = 0.043), and Satisfaction (β = 0.294; t-value = 2.603; p = 0.011) significantly affect Revisit Intention. The models are: Z = 0.621 (X1) + 0.302 (X2) + e1 (Adjusted R2 = 80.3%) and Y = 0.377(X1) + 0.227 (X2) + 0.294 (Z) + e2 (Adjusted R2 = 73.2%). The Sobel test confirms that Satisfaction significantly mediates the effects of Service Quality (Sobel statistic = 2.429 > 1.96; p = 0.015) and IMC (Sobel statistic = 2.053 > 1.96; p = 0.040) on Revisit Intention. Management should optimize physical safety guarantees (lowest score: 3.98) and digital brand image consistency (lowest score: 4.01) to enhance retention.