INFLUENCE OF SERVICE QUALITY AND BRAND IMAGE TO CUSTOMER LOYALTY MEDIATED BY CUSTOMER SATISFACTION IN THREE-STAR HOTELS IN CIKARANG

Abstract

Purpose: This research aims to find out how much the influence of service quality and brand image to customer loyalty mediated by customer satisfaction in three-star hotels in Cikarang. Design/ methodology/ approach: This research is a quantitative research using primary data which collected by online questionnaire. This research uses a probability sampling technique with 102 sample. This study is done by validity and reliability test, descriptive analysis and inferential analysis using SEM-PLS. Findings: The result shows service quality influence customer satisfaction by 83.4%, brand image influence customer satisfaction by 83.4%, and customer satisfaction influence customer loyalty by 75.2%. Originality/ value: Researcher believes that this is the first study about the factors influence customer satisfaction and customer loyalty on three-star hotels in Cikarang, which applies SEM-PLS.