Abstract:
Purposes: This research has focused on the effectiveness of brand loyalty program
of luxurious hotel brands in Jakarta, the capital city of Indonesia, where business
and hospitality are in correlation.
Design/Methodology/Approach: In the research, questionnaire distributed to people
who have stayed at least one of the brands of luxurious hotels in Bundaran HI,
Jakarta. This research examines variables on loyalty program, perceived emotional,
and luxurious values towards brand relationship quality. The data were compiled
and tested with SPSS program to check the reliability and validity as well as the
hypothesis. Data analyzed using multiple regression.
Findings: The research found that luxury is acted as a variable which is measured
ualike the previous studies is an attachment. If alone, luxury does not have any
effect to brand relationship qualitu. Only when combined with loyalty program,
perceived emotional, and perceived luxury values becomes. influencial. Emotional
has been influencial on the brand relationship quality, as brands in luxury hotels are
considered premium or valued membership, people are willing to purchase those
membership in sense of giving them a luxurious splurdge. Financial as a part of the
loyalty program are considered affects the quality of brand relationship quality.
Originality/Value: This study analysed brand of luxury hotels in Bundaran HI
area, Jakarta, Indonesia on the effectiveness of the loyalty program to gain repeat
purchase of the brand with the competition of new brands of hotels.
