Main Article Content


The purpose of this research are to determine the influence of staff service, self-image congruence, and brand awareness on brand satisfaction and attitudinal loyalty, and the influence of brand satisfaction on attitudinal loyalty in three star hotels at Tegal. By using non-probability sampling, this research uses 120 respondents to be the sample. This study uses Structural Equation Modeling (SEM) Sub-Group. The results of this study are staff service, self-image congruence, and brand awareness have significant influence on brand satisfaction and attitudinal loyalty, brand satisfaction has significant influence on attitudinal loyalty. 


Staff service self-image congruence brand awareness brand satisfaction attitudinal loyalty

Article Details

How to Cite
Rakhman, A. (2020). Ekuitas Merek dan Loyalitas Pelanggan. Permana : Jurnal Perpajakan, Manajemen, Dan Akuntansi, 12(2), 168-182.


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