Open AccessPENGARUH CITRA MEREK (BRAND IMAGE) DAN KEPUASAN WISATAWAN TERHADAP LOYALITAS WISATAWAN PADA BALI ADVENTURE RAFTING
Author(s) -
Ardilla Nathaurisia,
Yayu Indrawati,
I Gpb. Sasrawan Mananda
Publication year - 2014
Publication title -
jurnal ipta (industri perjalanan wisata)
Language(s) - English
Resource type - Journals
eISSN - 2548-7930
pISSN - 2338-8633
DOI - 10.24843/ipta.2014.v02.i01.p07
Subject(s) - customer satisfaction , business , loyalty business model , marketing , advertising , customer delight , customer retention , psychology , service quality , service (business)
The background of this research are impact of brand image and guest satisfaction on customer loyalty is important to do in order to obtain an explanation of the relationship between brand image and customer satisfaction on customer loyalty. The purpose of this study is 1) to identify the circumstance brand image on customer loyalty. 2) to identify the circumstance customer satisfaction on customer loyalty. 3) to determine the circumstance brand image and customer satisfaction on customer loyalty. This research was conducted at Bali Adventure Rafting. Result shows that branding and customer satisfaction has a significant effect on customer loyalty in Bali Adventure Rafting with result 41,7%. This result is obtained from the value of determination D x 100% = 0,417 x 100% = 41,7%. This means that the brand image and customer satisfaction contributing positively to customer loyalty of rating of 41,7% and the remaining 58,3% is influenced by others factors such as costumers satisfaction, marketing strategy.