Determinan Customer Loyalty berdasarkan Service Quality, Customer Satisfaction, dan Brand Image pada Pengguna Layanan SUB Co Coworking Space Surabaya

Marshanda Laura Gusti Cantika (Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial, Budaya, dan Politik, Universitas Pembangunan Nasional “Veteran” Jawa Timur, Surabaya, Indonesia)
Jojok Dwiridotjahjono (Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial, Budaya, dan Politik, Universitas Pembangunan Nasional “Veteran” Jawa Timur, Surabaya, Indonesia)

Jurnal Ekonomi, Manajemen, dan Bisnis
Vol. 4 No. 3 (2026): Jurnal Ekonomi, Manajemen dan Bisnis

This study aims to analyze the influence of service quality, customer satisfaction, and brand image on customer loyalty among users of SUB Co, a coworking space designed to support creative professionals who need a space to collaborate. Following the COVID-19 pandemic, working from home has become a new work trend adopted by companies. However, not all workers have a suitable workspace in their homes. SUB Co serves as a coworking space with various attractive facilities that can provide a solution to this problem. This study employs a quantitative approach, distributing a questionnaire to 100 respondents who have used SUB Co’s services at least twice. The sampling technique utilized purposive sampling, and the analysis method employed multiple linear regression via SPSS. The results indicate that service quality, customer satisfaction, and brand image have a significant influence on customer loyalty, both individually and collectively.