<![CDATA[ABSTRAKPenelitian ini bertujuan untuk mengalisa pengaruh langsung kualitas pelayanan dan citra merek terhadap kepuasan pelanggan dan loyalitas pelanggan maupun pengaruh tidak langsung kualitas pelayanan dan citra merek terhadap loyalitas pelanggan melalui kepuasan pelanggan di Novotel Manado. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 100 responden dengan teknik Analisis Jalur. Hasil penelitian ini menunjukkan 1) Kualitas Pelayanan berpengaruh signifikan terhadap Kepuasan Pelanggan Novotel Manado. 2) Citra Merek berpengaruh signifikan terhadap Kepuasan Pelanggan Novotel Manado. 3) Kualitas Pelayanan tidak berpengaruh signifikan terhadap Loyalitas Pelanggan Novotel Manado. 4) Citra Merek berpengaruh signifikan terhadap Loyalitas Pelanggan Novotel Manado. 5) Kepuasan Pelanggan berpengaruh signifikan terhadap Loyalitas Pelanggan Novotel Manado. 6) Kualitas Pelayanan berpengaruh signifikan terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan sebagai variabel intervening. 7) Citra Merek tidak berpengaruh signifikan terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan sebagai variabel interveningKata Kunci: Kualitas Pelayanan, Citra Merek, Loyalitas Pelanggan, Kepuasan Pelanggan.ABSTRACTThe aims of this study is to analyze the direct influence of service quality and brand image on customer satisfaction and customer loyalty as well as the indirect effect of service quality and brand image on customer loyalty through customer satisfaction at Novotel Manado. The data were collected by distributing questionnaires to 100 respondents using the Path Analysis technique. The results of this study indicate 1) Service Quality has a significant effect on Customer Satisfaction in Novotel Manado. 2) Brand Image has a significant effect on Customer Satisfaction in Novotel Manado. 3) Service Quality has no significant effect on Customer Loyalty in Novotel Manado. 4) Brand Image has a significant effect on Customer Loyalty in Novotel Manado. 5) Customer Satisfaction has a significant effect on Customer Loyalty in Novotel Manado. 6) Service Quality has a significant effect on Customer Loyalty through Customer Satisfaction as an intervening variable. 7) Brand Image has no significant effect on Customer Loyalty through Customer Satisfaction as an intervening variable.Keywords: Service Quality, Brand Image, Customer Loyalty, Customer Satisfaction.]]>
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