This research is conducted at Topas Galeria Hotel Bandung, was aimed to know how
customer satisfaction, brand image and customer loyalty, and also to know the influence of
customer satisfaction and brand image to customer loyalty either through jointly or severally
at Topas Galeria Hotel Bandung.
Respondent in this research are 98 people, sampling technique use accidental
sampling and processed by descriptive and associative method, where testing influence
between independent variable with dependent variable use multiple regression analysis.
Result from this research indicate that the Customer satisfaction pursuant to spanning
incoming classification in good category, Brand image pursuant to spanning incoming
classification in good enough category, and Customer loyalty pursuant to spanning incoming
classification in good category. Result test by partial indicate that the customer satisfaction
and brand image have an effect on to customer loyalty. While result test the multiple linear
regression by together (simultan) show there customer satisfaction influence and brand
image to customer loyalty at Topas Galeria Hotel Bandung, where Adjusted Coefficient of
Determination (Adjusted R2
) = 0,445 = 44,5% at level significant 5%.