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Submitted
Jul 8, 2020
Accepted
Aug 5, 2020
Published
Aug 16, 2020
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Abstract

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. 

Keywords

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

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Licensed under Creative Commons License a Creative Commons Attribution-NonCommercial 4.0 International License

How to Cite
Rakhman, A. (2020). Ekuitas Merek dan Loyalitas Pelanggan. Permana : Jurnal Perpajakan, Manajemen, Dan Akuntansi, 12(2), 168-182. https://doi.org/10.24905/permana.v12i2.106

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