Pengaruh Church Image terhadap Congregation Satisfaction dengan Hospitality sebagai Variabel Moderator pada Jemaat GBKP Wilayah Medan

Abstract

This study examines the effect of Church Image on Congregation Satisfaction, with Hospitality as a moderating variable, among the congregation of the Batak Karo Protestant Church (GBKP) in Medan. Church Image influences congregants’ perceptions of the quality of church services and their level of satisfaction, while Hospitality acts as a moderator in this relationship. Using a quantitative approach and a survey method involving 343 congregants, data were collected through questionnaires and analyzed using multiple linear regression and moderated regression analysis (MRA). The findings indicate that Church Image has a positive and significant impact on Congregation Satisfaction. Hospitality also has a direct positive effect on congregational satisfaction. However, as a moderating variable, Hospitality exhibits a significant negative influence on the relationship between Church Image and Congregation Satisfaction, suggesting that increased Hospitality paradoxically weakens the positive impact of Church Image on Congregation Satisfaction. These findings imply that efforts to enhance Church Image must be accompanied by consistent service quality to ensure that congregants’ expectations are met, thereby optimizing their satisfaction levels.