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Pengaruh Kualitas Pelayanan, Citra Merek, Komitmen terhadap Loyalitas Pelanggan Hotel Duta Palembang

Year: 2025

Type: article

Abstract: This study aims to analyze the influence of service quality, brand image, and commitment on customer loyalty at Hotel Duta Palembang. The research employs a descriptive quantitative approach with a non-probability sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression tests. The results indicate that service quality, brand image, and commitment have a positive and significant impact on customer loyalty, both partially and simultaneously. The Adjusted R Square value of 65.8% shows that these three variables contribute significantly to customer loyalty. Hotel Duta Palembang is advised to enhance its technology-based complaint system, strengthen its brand image through unique experiences, and maintain a strong commitment to customers. This research can serve as a reference for future studies in developing strategies to improve customer loyalty in the hospitality industry. Keyword: Service Quality, Brand Image, Commitment, and Customer Loyalty

Source: Journal of Management and Bussines (JOMB)

DOI: 10.31539/jomb.v7i2.14572

Authors: Jenika Pasya Terinda, Retno Budi Lestari

Institution: Universitas Multi Data Palembang

Language: English

Topic: Customer Service Quality and Loyalty

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4414768147

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