Pengaruh Corporate Image Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Di Hotel The Lovina Bali
DOI:
https://doi.org/10.23887/bjm.v6i2.26721Keywords:
corporate image hotel, customer loyalty, customer satisfactionAbstract
This study aims to verify the effect of corporate image and customer satisfaction either in simultaneously or partially on customer loyalty at The Lovina Bali Hotel. The research used is causal quantitative research design. The sample in this study used a purposive sampling technique with sampling based on certain criteria, wich are guests who have stayed at The Lovina Bali Hotel. The number of sample is 110 respondents. Questioner is a method that used for gaining the data, in wich it has been tested for its validity and reliability at the beginning before distributed to the participants. The analysis technique use in this study is multiple linear regression. Classic assumption tests are conducted before doing the analysis, such as: normality test, multicollinearity test, and heteroscedasticity test. There are several findings shown through this study wich are; (1) There is a siginificant simultaneous influence of corporate image and customers’ satisfaction on customers’ loyalty at The Lovina Bali Hotel, (2) There is a positive and significant influence of corporate image on customers’ loyalty at The Lovina Bali Hotel, (3) There is a positive and significant influence of customers’ satisfaction on customers’ loyalty at The Lovina Bali Hotel.
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