Abstract
Aims: This study aims to analyse and describe how much influence of service quality has on customer satisfaction and loyalty.
 Study Design: This type of research is quantitative, with a conclusive causal approach, research that aims to obtain a conclusion from the data that obtained and processed which explains the causal relationship between the variables.
 Place and Duration of Study: the study was conducted at Pyramid Suites Hotel Banjarmasin, started in September 2020 until July 2021.
 Methodology: The population in this study are guests of Hotel Pyramid Suites who stay more than three times. The research sample was 100 respondents. The data collection technique used a questionnaire which was then used as a score tabulation for each variable studied. The data analysis method used in this study is Smart PLS 3.
 Results: Tangible has a negative effect on customer satisfaction of -0.411, then the t-statistic value is 2.930, this value > t-table of 1.96 and the P value is 0.004 which is smaller than 0.05. Reliability has a positive effect on customer satisfaction of 0.563, then the t-statistical value is 2.679 and the P value is 0.008. Responsiveness has a positive influence on customer satisfaction of 0.280, then the t-statistic value is 2.012, this value is > 1.96 and the P value is 0.045. Assurance has a positive effect on customer satisfaction of 0.184, then the t-statistic value is 2.684, the P value is 0.008. Empathy has a positive influence on customer satisfaction of 0.337, then the t-statistic value is 3.084, the P value is 0.002. Customer satisfaction has a positive influence on customer loyalty of 0.802, then the t-statistic value is 18.260, and the P value is 0.000.
 Conclusion: The results show that service quality which consist of tangible, reliability, responsiveness, assurance, empathy affect customer satisfaction and customer satisfaction affects customer loyalty
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