Electronic Theses and Dissertation

ABSTRACT This undergraduate thesis examines the impact of hotel reputation and price fairness on customer loyalty, with customer satisfaction as a mediating variable, at Kyriad Muraya Hotel in Aceh, Indonesia. A quantitative approach was used, collecting data from 150 customers through surveys and analyzing it with structural equation modeling (SEM). The results show that hotel reputation significantly positively affects customer satisfaction, which in turn enhances customer loyalty. However, price fairness does not significantly influence customer satisfaction and has a negative effect on loyalty. The study highlights that while a strong hotel reputation plays a crucial role in fostering customer loyalty through satisfaction, price fairness does not have a meaningful impact on loyalty. These findings underscore the importance of customer satisfaction in building loyalty and suggest that a strong reputation is key for improving customer retention. The results offer valuable insights for the hospitality industry, emphasizing the need to focus on hotel reputation and satisfaction to strengthen customer loyalty. The study also suggests that the role of price fairness in influencing loyalty may need to be reconsidered. These findings provide useful guidance for hotels and related businesses in developing strategies to enhance and maintain customer loyalty. Keywords: Hotel Reputation, Price Fairness, Customer Satisfaction, Customer Loyalty, Hospitality Industry, Kyriad Muraya Hotel, Indonesia.