PENGARUH ATRIBUT LAYANAN BERBASIS AI TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN SEBAGAI MEDIATOR PADA HOTEL BINTANG LIMA DI JAWA TENGAH

Abstract

This study investigates the influence of AI-enabled service attributes (service efficiency, enjoyment, and perceived usefulness) on customer loyalty, with satisfaction as a mediating variable, in five-star hotels in Central Java. A quantitative approach was employed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings reveal that service efficiency and enjoyment significantly affect satisfaction, which in turn positively influences loyalty. Perceived usefulness also contributes to satisfaction but shows mixed effects on loyalty. Mediation analysis indicates that satisfaction successfully mediates the relationship between service efficiency and loyalty, as well as enjoyment and loyalty, but not consistently for perceived usefulness. The Q² value confirms strong predictive relevance of the model. These results strengthen the Stimulus-Organism-Response (SOR) theory and Technology Acceptance Model (TAM), demonstrating that AI-enabled attributes can generate loyalty responses through customer satisfaction. Practically, the study suggests that hotels should prioritize enhancing digital service efficiency and enjoyable experiences to foster sustainable customer loyalty.