PENGARUH CITRA MEREK, KUALITAS PELAYANAN, PERSEPSI HARGA DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN (SURVEI PADA PENGUNJUNG HOTEL BERBINTANG TIGA DI JAKARTA)
Daftar Isi:
- ABSTRACT MUTIARA BALQISH RAMADHINA. The Impact of Brand Image, Service Quality, Price Perception, and Customer Satisfaction to Customer Loyalty (Survey on Visitors of Three Star Hotel in Jakarta). Faculty of Economics, Universitas Negeri Jakarta in 2016. The purpose of this research are to: (1) examine empirically the effect of brand image to customer loyalty on three-star hotel in Jakarta, (2) examine empirically the impact of service quality to customer loyalty on three-star hotel in Jakarta, (3) examine empirically the impact of the price perception to customer loyalty on three-star hotel in Jakarta, (4) examine empirically the effect of customer satisfaction to customer loyalty on three-star hotels in Jakarta.This research used survey methods for collecting data. The object of this research is 200 respondents who had visited three-star hotel in Jakarta thrice for a period of one year backward. Pilot research were conducted to 50 respondents. This research used SPSS software version 22 and SEM (Structural Equation Modeling) AMOS version 22 for data analysis. Hypothesis testing showed that: (1) the brand image has a positive effect and significance on customer loyalty, (2) the service quality has not significance effect on customer loyalty, (3) the price perception has not significance effect on customer loyalty, (4) the customer satisfaction has a positive effect and significance on customer loyalty. This research showed fit model value with a P value of 0.340, the value CMIN/DF of 1.072, TLI value for 0.994 and CFI value for 0.995, also RMSEA value of 0.019. The results of this research beneficial to three-star hotel companies in Jakarta, to create better strategies in enhancing customer loyalty to the visitors of three star hotels in Jakarta. Keywords: brand image, service quality, price perception, customer satisfaction, customer loyalty