PENGARUH BRAND IMAGE (CITRA MEREK), TRUST (KEPERCAYAAN), SATISFACTION (KEPUASAN) TERHADAP LOYALITAS TAMU DI EMERSIA HOTEL & RESORT BATUSANGKAR

Abstract

This study aims to analyze the influence of Brand Image, Trust, and Satisfaction on Guest Loyalty at Emersia Hotel & Resort Batusangkar, both partially and simultaneously. The background of this study is based on the importance of maintaining customer loyalty amid the competitive hotel industry, where brand image, trust, and satisfaction are key factors influencing guests' decisions to return. This study employs a quantitative approach using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method through the SmartPLS application. The results indicate that, partially, Brand Image does not significantly influence guest loyalty, Trust also does not significantly influence it, while Satisfaction has a positive and significant influence. Simultaneously, the three independent variables explain most of the variation in guest loyalty, while the remainder is influenced by factors outside the research model. The implications of this study emphasize the importance of enhancing guest satisfaction as the primary factor in building loyalty, alongside strengthening the established brand image and trust.