PENGARUH CITRA PERUSAHAAN DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN PADA JASA PERHOTELAN ( KASUS HOTEL BENTENG PEKANBARU )

Abstract

This study aims to determine the influence of corporate image and service quality on
customer loyalty at the Hotel Fort Pekanbaru. The company's image as a variable (X1) quality of
service as a variable (X2) and customer loyalty as (Y).
The method in this research is descriptive and quantitative using SPSS 20, where samples
were used that guests staying more than 3 times in the Hotel Fort Pekanbaru with respondents as
many as 99 people. To determine the number of samples used slovin formula, as well as a
sampling technique by purposive sampling. Data collection through questionnaires and
interviews.
Results of analysis using multiple linear regression, t test and f test so that it can be seen
that the variable corporate image positive effect on customer loyalty, that the provision of
quality services significant effect on customer loyalty and significant influence of the company's
image and service quality on customer.
Keywords: Corporate Image, Service Quality and Customer Loyaltyloyalty.