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All Journal JURNAL SAINS PERTANIAN EQUATOR agriTECH Journal of Management and Bussines (JOMB)
Retno Budi Lestari
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Agriculture, Biological Sciences & Forestry Biochemistry, Genetics & Molecular Biology Earth & Planetary Sciences Economics, Econometrics & Finance Environmental Science

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Pengaruh Kualitas Pelayanan, Citra Merek, Komitmen terhadap Loyalitas Pelanggan Hotel Duta Palembang Terinda, Jenika Pasya; Retno Budi Lestari
Journal of Management and Bussines (JOMB) Vol. 7 No. 2 (2025): Journal of Management and Bussines (JOMB)
Publisher : IPM2KPE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/jomb.v7i2.14572

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
Co-Authors Ahmad Tohardi Tohardi Badriyah - Duta Setiawan DWI RAHARJO Haryadi Haryadi Lucky Hartanti Maherawati, Maherawati Marjoko Purnomosidi panca pratomo Putri, Salsabila Aisyah Rizki Rizki Sholati Muzdalifah Suko Priyono sulvi purwayanti Terinda, Jenika Pasya Tri Maulidiyanti Maulidiyanti Vitanopiani Vitanopiani Yohana S.K.D YOUNG DELLA OKTARI Yulianti .