Service from the Heart : Strategi membangun Loyalitas Pelanggan pada Destinasi Wisata Kuliner Pesisir Barat Selatan Aceh

Chairiyaton Chairiyaton; Damrus Damrus

doi:10.35308/jbksm.v10i1.14445

Service from the Heart : Strategi membangun Loyalitas Pelanggan pada Destinasi Wisata Kuliner Pesisir Barat Selatan Aceh

Chairiyaton Chairiyaton, Damrus Damrus

Abstract

Penelitian ini bertujuan untuk mengkaji pengaruh Service from the Heart terhadap Customer Loyalty, baik secara langsung maupun tidak langsung melalui Customer Satisfaction, pada pelanggan wisata kuliner di kawasan Barat–Selatan Aceh, Indonesia. Penelitian ini menggunakan pendekatan kuantitatif. Sampel penelitian dipilih menggunakan teknik purposive random sampling yang menargetkan pelanggan wisata kuliner, baik laki-laki maupun perempuan, yang memiliki destinasi kuliner favorit. Pengumpulan data dilakukan melalui penyebaran kuesioner daring menggunakan Google Form kepada pelanggan yang ditemui oleh peneliti dan bersedia berpartisipasi dalam penelitian. Sebanyak 281 respons yang valid berhasil dikumpulkan dan dianalisis. Proses pengumpulan data berlangsung dari bulan Agustus hingga November 2025. Hasil penelitian menunjukkan bahwa seluruh hubungan yang dihipotesiskan bersifat positif dan signifikan secara statistik. Secara khusus, Service from the Heart dan Customer Satisfaction berpengaruh positif dan signifikan terhadap Customer Loyalty. Selain itu, Customer Satisfaction terbukti berperan sebagai variabel mediasi yang signifikan dalam hubungan antara Service from the Heart dan Customer Loyalty. Temuan ini menegaskan pentingnya penerapan pelayanan yang tulus dalam meningkatkan kepuasan serta membangun loyalitas pelanggan jangka panjang pada sektor wisata kuliner.

Keywords: Service from the Heart, Customer Satisfaction, Customer Loyalty

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DOI: https://doi.org/10.35308/jbksm.v10i1.14445