PENGARUH PERSEPSI HARGA, KUALITAS PELAYANAN, CITRA MEREK, TERHADAP LOYALITAS PELANGGAN PADA MILLENNIUM HOTEL SIRIH JAKARTA
Daftar Isi:
- ABSTRACT The purpose of this study was to test empirically: (1). the impact of price perception to the customer loyalty, (2). The impact of service quality to customer loyalty, (3). The impact of brand image on customer loyalty. This research were taken at the Millennium Hotel Sirih Jakarta Jl. Haji Fachrudin 3, Tanah Abang Jakarta Pusat. The data collected using the questionnaire with the likert scale and this research using slovin approach to find the samples. For the research method, the researcher is using the explanatory method with the purposive sampling approach. The total samples of this research are 124 of loyal customer of Millennium Hotel Sirih Jakarta. In this research, the researcher is using SPSS 20 as it is the most suggested by the advisors and the simplest way to calculate and analyzing the data collected The results of hypothesis testing showed: Price perception has positive and significant impact to customer loyalty of Millennium Hotel Sirih Jakarta, Service quality has positive and significant impact to customer loyalty of Millennium Hotel Sirih Jakarta, Brand Image has positive and significant impact to customer loyalty of Millennium Hotel Sirih Jakarta Keywords: Price Perception, Service Quality, Brand Image, Customer Loyalty of Millennium Hotel Sirih Jakarta.