PENGARUH KUALITAS LAYANAN, PRODUCT, DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN PADA BIRO TOUR AND TRAVEL PT. U&I HOLIDAYS BALI

Authors

  • Ni Kadek Dwi Pratiwi Fakultas Ekonomi Dan Bisnis Universitas Mahasaraswati Denpasar
  • Anak Agung Putu Agung Fakultas Ekonomi Dan Bisnis Universitas Mahasaraswati Denpasar
  • Ni Putu Yeni Astiti Fakultas Ekonomi Dan Bisnis Universitas Mahasaraswati Denpasar

Keywords:

service quality, product, brand image, customer loyalty

Abstract

The purpose of this study was to test and obtain empirical evidence of the effect of service quality, product, and brand image on customer loyalty. The population in this study are consumers who use tour travel services whose numbers are not known in detail even though the total sales are known at PT.U & I Holidays Bali. The sample in this study were 100 respondents who were determined based on the non-probability sampling method, namely accidental sampling. The data analysis technique used is multiple linear regression. The results showed that service quality, product, and brand image had a positive effect on customer loyalty. Discussions and limitations of teacher research are presented.

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Published

2021-03-10

Issue

Vol. 2 No. 3 (2021): EMAS

Section

Articles