PENGARUH BRAND IMAGE DAN KUALITAS PELAYANAN TERHADAP LOYALITAS DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING DI HOTEL PANGERAN BEACH PADANG

Abstract

The purpose of this research is to analyze the effect of brand image and service quality on customers loyalty through a customers satisfaction Hotel Pangeran Beach at Padang. The populations of research is consumers on Hotel Pangeran Beach at Padang. Sampling methods used purposive sampling, and the total of sample is 80 respondents. This research show that brand image and service quality have significant influence on customer loyalty, variable brand image and service quality have significant influence on customers satisfaction, consumers satisfaction have significant influence on customers loyalty, as well as brand image and service quality influence consumers loyalty after being controlled by customers satisfaction, and it can be stated there are partial intervening. Partial intervening is free variable has significant effect after being control by intervening variable.
Keywords : Brand Image, Servie Quality, Satisfaction and Loyality