<![CDATA[The current development of the business world is very dynamic and challenging, especially the development of the service industry sector, which is experiencing major challenges at this time. The increase in star-rated hotel occupancy in the city of Bandung has increased sharply. This study aims to determine consumer responses to the Marketing Mix and the magnitude of influence of the Marketing Mix on Customer Loyalty. The method used in this research is descriptive, which includes factor analysis, reliability, descriptive statistics, correlations, and regression. Direct data was obtained by distributing questionnaires to 150 hotel customer respondents. From the research results, it is known that the respondents' response that the Service Marketing Mix is one of the variables that can influence customer loyalty]]>
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