Pengaruh Kepuasan Pelanggan dan Brand Image Terhadap Loyalitas Pelanggan Pada Topas Galeria Hotel Bandung

This research is conducted at Topas Galeria Hotel Bandung, was aimed to know how customer satisfaction, brand image and customer loyalty, and also to know the influence of customer satisfaction and brand image to customer loyalty either through jointly or severally at Topas Galeria Hotel Bandung. Respondent in this research are 98 people, sampling technique use accidental sampling and processed by descriptive and associative method, where testing influence between independent variable with dependent variable use multiple regression analysis. Result from this research indicate that the Customer satisfaction pursuant to spanning incoming classification in good category, Brand image pursuant to spanning incoming classification in good enough category, and Customer loyalty pursuant to spanning incoming classification in good category. Result test by partial indicate that the customer satisfaction and brand image have an effect on to customer loyalty. While result test the multiple linear regression by together (simultan) show there customer satisfaction influence and brand image to customer loyalty at Topas Galeria Hotel Bandung, where Adjusted Coefficient of Determination (Adjusted R2 ) = 0,445 = 44,5% at level significant 5%