<![CDATA[The purpose of this study was to determine the effect of service quality and promotion on loyalty through guest satisfaction at Hotel JS Luwansa. This study uses a quantitative method that is processed with SPSS version 23 and path analysis method. With a total of 190 respondents and using purposive sampling technique. The results of this study indicate that service quality has a significant effect on guest satisfaction and guest loyalty. Promotion has a significant effect on guest satisfaction and has no effect on guest loyalty. Guest satisfaction has a significant effect on guest loyalty. Service quality and promotion have an indirect and significant effect on guest loyalty through guest satisfaction. Keywords: Service quality, promotion, satisfaction, loyalty]]>
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