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This study aims to determine the impact of customer value, brand image and product attributes to the satisfaction and loyalty of visitors on the existing coastal tourism in Jember Regency which includes Papuma Beach, Watu Ulo Beach, Payangan Beach, Puger Beach and Paseban Beach and Bande Alit Beach. The population of this study is all visitors of coastal tourism in Jember District. Sampling method is purposive sampling with total sample as many as 300 respondents. With the number of respondents each beach tour amounted to 50 respondents. Quantitative analysis using multiple regression analysis. The result of validity test and reliability test indicate that measuring instrument can be used well. Hypothesis test shows that customer value, brand image and product attribute have an effect on visitor satisfaction. The value of the customer does not affect the loyalty of visitors, while the brand image, product attributes and visitor satisfaction affect the loyalty of visitors.

Impact of Customer Value, Brand Image and Product Attributes to Satisfaction and Loyalty Tourism Visitors in Jember Regency