Abstract
This research aims to analyze the influence of membership and partnership programs on customer loyalty at Midtown Hotels Indonesia, Surabaya branch. Using random sampling techniques based on Slovin's formula, the study sampled 222 respondents from a population of 500 customers. Primary data was collected through the distribution of questionnaires to respondents to test the relationship between these programs and customer loyalty. The analysis results show that membership and partnership programs have a positive and significant influence on customer loyalty, indicating that the existence of these programs can increase customer retention and satisfaction levels at Midtown Hotels Indonesia, Surabaya branch.
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