CONTRIBUTION BRAND TRUST IN INCREASING CUSTOMER LOYALTY AT PATRA PARAPAT HOTEL - Sinaga, Onita Sari; Candra, Vivi; Simarmata, Evan Sari (Sekolah Tinggi Ilmu Ekonomi Sultan Agung, 2024)
Penelitian ini dilakukan di perusahaan jasa akomodasi dan makanan yaitu Hotel Patra Parapat. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh brand trust terhadap loyalitas pelanggan. Metode penelitian ini menggunakan kuantitatif. Jumlah populasi sebanyak 94 instansi dan 30 travel agent dijadikan sampel penelitian. Teknik sampling yang digunakan adalah cluster sampling. Teknik analisa data menggunakan analisis regresi linear berganda. Hasil penelitian menyatakan bahwa brand trust berpengaruh positif dan signifikan terhadap loyalitas pelanggan pada Hotel Patra Parapat. This research was conducted in accommodation and food services company, Patra Parapat Hotel. This study aims to test and analyze the influence of brand trust on customer loyalty. This research method uses quantitative. The population of 94 agencies and 30 travel agents were sampled. The sampling technique used is cluster sampling. Data analysis techniques using multiple linear regression analysis. The results stated that brand trust has a positive and significant effect on customer loyalty at Patra Parapat Hotel.