THE IMPACT OF BRAND IMAGE ON CUSTOMER LOYALTY IN MOXY BANDUNG HOTEL

Andi, Bimo Bagaskoro (2021) THE IMPACT OF BRAND IMAGE ON CUSTOMER LOYALTY IN MOXY BANDUNG HOTEL. D4 thesis, Poltekpar NHI Bandung.

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Abstract

This research paper takes the position that branding and brand loyalty have become an important part of modern day business marketing. Accordingly, consumer perceptions, brand image, and market research are all important components of developing continuous brand image. The development of brand loyalty has a direct impact on today’s marketability and viability of a service or product in today’s competitive market. Brand loyalty has been considered to be the repetition of consumer purchase behaviour under the conditions of the consumer’s sensitivity to a product as on of the more prevailing trends in global hotel marketing (Kayaman and Arasli 2007), and said research took place in Moxy Bandung Hotel located on Ir. H. Djuanda no. 69 Bandung a lifestyle hotel that is strategically placed. This research used associative quantitative as its research methods and analyzed with spearman’s rank to find the correlation between the X variable of brand image and Y Variable of Customer loyalty with the help of SPSS version 26 resulting a correlation coefficient of ,688 which considered high. Keywords: brand image, customer loyalty.

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