<![CDATA[This study aims to find out and analyze the influence of relationship marketing, hotel atmosphere, corporate image on customer satisfaction and customer loyalty at Furaya Pekanbaru Hotel. The population of this study were all people who stayed at the Furaya Pekanbaru Hotel. Sampling using nonprobability sampling method, and the sampling technique using the accidental sampling technique, determining the number of samples using Roscoe's theory, the total sample used is 100 respondents. Methods of data collection using questionnaires and interviews. The analytical method used is multiple regression analysis and path analysis. The results of this study partially show that relationship marketing affect customer satisfaction, relationship marketing affects customer loyalty, hotel atmosphere affects customer satisfaction, hotel atmosphere affects customer loyalty, corporate image affects customer satisfaction, corporate image affects customer loyalty, customer satisfaction affect customer loyalty. Customer satisfaction does not mediate the relationship between relationship marketing to customer loyalty, customer satisfaction does not mediate the relationship between otel atmosphere to customer loyalty, customer satisfaction does not mediate the relationship between corporate image to customer loyalty. Penelitian ini bertujuan untuk mengetahui dan menganalisa pengaruh pemasaran hubungan (relationship marketing), hotel atmosfer (hotel atmosphere), citra perusahaan (corporate image) terhadap kepuasan pelanggan (customer satisfaction) dan loyalitas pelanggan (customer loyalty) di Hotel Furaya Pekanbaru. Populasi dari penelitian ini adalah Seluruh orang yang menginap di hotel Furaya Pekanbaru. Pengambilan Sampel menggunakan metode nonprobability sampling, dan teknik penyampelannya menggunakan teknik accidental sampling, penentuan jumlah sampel menggunakan teori Roscoe, total sampel yang digunakann sebanyak 100 responden. Metode pengumpulan data menggunakan kuisioner dan wawancara. Metode analisis yang digunakan adalah analisis regresi linier berganda dan analisis jalur. Hasil penelitian ini menunjukkan secara parsial variabel pemasaran hubungan berpengaruh terhadap kepuasan pelanggan, pemasaran hubungan berpengaruh terhadap loyalitas pelanggan, hotel atmosfer berpengaruh terhadap kepuasan pelanggan, hotel atmosfer berpengaruh terhadap loyalitas pelanggan, citra perusahaan berpengaruh terhadap kepuasan pelanggan, citra perusahaan berpengaruh terhadap loyalitas pelanggan, kepuasan pelanggan berpengaruh terhadap loyalitas pelanggan. Kepuasan pelanggan tidak memediasi hubungan pemasaran hubungan terhadap loyalitas pelanggan, kepuasan pelanggan tidak memediasi hubungan hotel atmosfer terhadap loyalitas pelanggan, kepuasan pelanggan tidak memediasi hubungan citra perusahaan terhadap loyalitas pelanggan.]]>
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