Abstract:
Pullman Jakarta Central Park is the first and the newest five star
international hotel in West Jakarta with distinctively designed with an industrial
raw concept. The number of occupancy in Pullman Jakarta Central Park is
increasing by the time, but the researcher found out that from the survey of
Medallia, there are many complaints. The purpose of this research is to analyze
the influence of marketing mix (Product, Price, People, Physical Evidence, and
Process) toward customer satisfaction and it’s implication on customer loyalty.
This research used secondary data which gathered from Medallia customers’
survey and limited to the Pullman Jakarta Central Park guests who have stayed in
Pullman Jakarta Central Park for at least one night and have filled and sent back
the Medallia survey during the period of August until October 2014. There were
385 questionnaires were usable and analyzed through Structural Equation
Modeling (SEM). The research concludes that product and people have
significant influence on customer satisfaction, and customer satisfaction has
significant influence on customer loyalty and recommends further study to
increase the number of sample and add more marketing mix variables.
