<![CDATA[The hotel industry is a very competitive sector, because its development is very fast so this industry makes various efforts to attract the attention of consumers so that ultimately consumer loyalty can be maintained. Aston Bogor Hotel Resort, as a brand that has many loyal customers, of course relies heavily on good relationships with customers who have subscribed. This research aims to determine the influence of sales marketing strategies, service quality through the mediating variable customer satisfaction on consumer loyalty at Aston Bogor Hotel Resort. The method used was a quantitative approach and sample determination using the Slovin formula, one hundred (100) samples were obtained. Distribution of the questionnaire was carried out online in the form of a Google Form. Data were analyzed with SmartPLS SEM. The research results show that sales marketing strategy and service quality have a significant influence on customer satisfaction. By using the mediating variable (customer satisfaction), the results obtained were that marketing strategy and service quality showed significant results on consumer loyalty. From these two variables, the analysis results show that service quality has a greater influence on consumer loyalty. On the other hand, the results of direct analysis of sales marketing strategies have no effect on consumer loyalty. Overall, this research model is valid and reliable, with the implication that consistent sales marketing strategies and high quality service can increase customer satisfaction and loyalty]]>
