<![CDATA[Penelitian ini bertujuan untuk mengetahui pengaruh brand image terhadap customer loyalty dan customer satisfaction sebagai variabel mediator di hotel Shangri-La Surabaya. Penelitian ini menggunakan pendekatan kuantitatif kausal dengan bantuan penyebaran kuesioner yang dibagikan kepada 105 responden yang pernah menginap di hotel Shangri-La Surabaya. Hasil penelitian ini menunjukan: (1) favorability berpengaruh negatif dan tidak signifikan terhadap customer satisfaction, (2) strength berpengaruh positif dan signifikan terhadap customer satisfaction, (3) uniqueness berpengaruh positif dan signifikan terhadap customer satisfaction, (4) customer satisfaction berpengaruh positif dan signifikan terhadap customer loyalty.This study aims to determine the effect of Shangri-La Surabaya hotel’s brand image to customer loyalty through customer satisfaction as mediator. Survey of 105 respondents was conducted and analyzed using the PLS method. The findings show that : (1) favorability have a negative and not significant effect on customer satisfaction, (2) strength have a positive and significant effect on customer satisfaction. (3) uniqueness have a positive and significant effect on customer satisfaction. (4) customer satisfaction has a positive and significant effect on customer loyalty.Kata Kunci: Brand image, Customer satisfaction, Customer Loyalty,]]>
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