Electronic Theses and Dissertation

abstrak penelitian ini bertujuan untuk menguji pengaruh hotel image dan customer satisfaction terhadap customer loyalty di hotel hermes palace banda aceh. metode pengambilan sampel pada penelitian ini menggunakan teknik purposivel sampling dimana responden merupakan pelanggan yang telah menginap sedikitnya dua kali. sampel berjumlah 120 responden dan metode analisis data yang digunakan adalah analisis regresi berganda. hasil penelitian menunjukkan bahwa secara parsial dan simultan hotel image dan customer satisfaction secara bersamasama memiki pengaruh yang signifikan terhadap customer loyalty pada pelanggan hotel hermes palace banda aceh. . kata kunci : customer loyalty, hotel image, customer satisfaction abstract this study aims to examine the effect of hotel image and customer satisfaction on customer loyalty at hermes palace hotel banda aceh. the sampling method in this study used a purposivel sampling technique where respondents were customers who had stayed at least twice. the sample amounted to 120 respondents and the data analysis method used was multiple regression analysis. the results of the study show that partially and simultaneously the hotel image and customer satisfaction together have a significant effect on customer loyalty at customers of the hermes palace hotel in banda aceh. keywords: customer loyalty, hotel image, customer satisfaction