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In the tourism development, there are several major issues discussed as research topics, one of them is the issue of customer loyalty. Guest loyalty is very important the hotel management should pay attention to it. Hotel Concordia is one of the two-star hotels in Bandung that has a problem of the low loyalty of its customers. Therefore, Hotel Concordia Bandung should have a strategy to overcome this problem by improving and maintaining all aspects to gain and maintain the loyalty of its members. The researchers chose co-creation as a solution to increase the loyalty level of members of Bumi Sangkuriang at Hotel Concordia. In this study, the independent variable (X) used co-creation consisting of dialogue, access, and transparency. The dependent variable (Y) is customer loyalty. The types of research used are descriptive and verification. The methods used are an explanatory survey and cross-sectional approach. The samples were 236 customers of Bumi Sangkuriang. The withdrawal technique used was a systematic random sampling. The data analysis technique used is multiple regression. Implementation of co-creation at Hotel Concordia Bandung indicator access get the lowest score, while transparency gets the highest rating. Each cocreation dimension consists of dialogue, access, and transparency, which affect the customer loyalty. It can be concluded that cocreation gives significant influence on customer loyalty in Hotel Concordia Bandung, with a percentage of 51% and the remaining 49% influenced by other factors not examined in this research. Keywords—co-creation; customer loyalty

The Influence of Co-creation Toward Customer Loyalty: Survey of Bumi Sangkuriang Members who Stay at Concordia Hotels