The Role of Customer Engagement, Quality Service and Brand Trust in Influencing Brand Loyalty in Hotel Industry

Krisdayanti Daeli; Audita Nuvriasari

doi:10.55927/fjst.v3i6.9771

Authors

Krisdayanti Daeli Management Study Program, Faculty of Economics, Universitas Mercu Buana Yogyakarta
Audita Nuvriasari Management Study Program, Faculty of Economics, Universitas Mercu Buana Yogyakarta

DOI:

https://doi.org/10.55927/fjst.v3i6.9771

Keywords:

Customer Engagement, Brand Quality, Brand Trust, Brand Loyalty

Abstract

The main objective of this research is to analyze the influence of Customer Engagement, Service Quality and Brand Trust on the Brand Loyalty of the Jambuluwuk Malioboro Hotel. The research sample was 290 respondents who were determined using purposive sampling. The analytical tool used is multiple linear regression. The research results show that customer involvement, service quality, brand trust have a positive and significant effect on brand loyalty. Customer involvement is the most dominant variable influencing brand loyalty.

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