MOBILE HOTEL BOOKING ADOPTION AND BENEFITS IN HOSPITALITY MARKETING TO CONSUMER LOYALTY

This study aims to explain how does loyalty influence Mobile Hotel Bookingadoption and benefits in hotel marketing to the customer loyalty. This research uses a descriptive quantitative approach. The study population is consumers ordering budget hotel online basis and its sample is 100 respondents taken randomly and using convenience sampling techniques and data collection methods using questionnaires. To know the dependent variable has influenced the independent variable, linear regression analysis is used in SPSS. The study results indicate the adoption of MHB PEOU (perceived ease of use), compatibility, and satisfaction have a significant effect on loyalty, except Convenience has no significant effect on Loyalty.