ANALISIS PENGARUH SERVICE QUALITY TERHADAP BRAND LOYALTY DAN IMPLIKASINYA TERHADAP REPURCHASE INTENTION PADA HOTEL BINTANG 5 DI JAKARTA PUSAT

Abstract

There are more 5-star hotels in Central Jakarta compared to other areas in DKI Jakarta, therefore the purpose of this study is to determine the effect of service quality on brand loyalty and its implications for repurchase intention at five-star hotels in Central Jakarta. This study uses a survey method and data collection is carried out on every respondent who has stayed at a 5-star hotel in Central Jakarta. The sample used in this study amounted to 260 respondents using convenience sampling technique. The data analysis technique was carried out using Partial Least Square (PLS) with the Structural Equation Modeling (SEM) equation model with the aim of testing the collected data. Then the findings from this study are in 5-star hotels in Central Jakarta, service quality has an influence on brand loyalty which is the tendency of hotel guests to use and will continue to buy products or use services from the same 5-star hotel for a certain period of time because of the strong relationship. nurtured. And from the influence of service quality on brand loyalty in 5-star hotels, it has implications for repurchase intention as a form of hotel guest behavior who gives a positive response to 5-star hotels where hotel guests stay and intends to revisit or consume services received from the hotel. the 5 star.
 
 Keywords: 5-star hotels, service quality, brand loyalty, repurchase intention