<![CDATA[Penelitian ini bertujuan untuk mengukur pengaruh asosiasi merek terhadap kepuasan pelanggan pada JW Marriott Surabaya yang berujung pada loyalitas merek JW Marriott Surabaya. Partial Least Square (PLS) digunakan sebagai metode pengolahan data. Hasil penelitian ini adalah favorability of brand association (keuntungan asosiasi merek) berpengaruh negative dan tidak signifikan terhadap kepuasan pelanggan, strength of brand association (kekuatan asosiasi merek) berpengaruh positif dan signifikan terhadap kepuasan pelanggan, uniqueness of brand association (keunikan asosiasi merek) berpengaruh negatif dan tidak signifikan terhadap kepuasan pelanggan, kepuasan pelanggan, favorability of brand association, strength of brand association, dan uniqueness of brand association tidak berpengaruh positif maupun signifikan terhadap loyalitas pelanggan. This study aims to measure the influence of brand association on customer satisfaction on JW Marriott Surabaya that leads to brand loyalty. Partial Least Square (PLS) is used. The results of this study show that favorability of brand association has negative and insignificant impact on customer satisfaction, strength of brand association has a positive and significant impact on customer satisfaction, uniqueness of brand association has negative and insignificant impact on customer satisfaction; customer satisfaction, favorability of brand association, strength of brand association, and uniqueness of brand association have negative and insignificant impacts on customer loyalty.]]>
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