Influence Service Quality, Product Quality, and Brand Image to Customer Loyalty at Club Music Center Stage Novotel Lampung

摘要

Competition in the entertainment at the music club needs to be faced with the right competitive strategy, the entertainment industry in Bandar Lampung is quite well developed, this is marked by the emergence of some family karaoke, and other entertainment. Hotel Novotel Lampung as one of the four-star hotels in Bandar Lampung completes its service by providing an entertainment place called Club Music Center Stage (CMCS), in facing the business competition CMCS choose competitive strategy by seeing the influence of relationship between service, product quality and brand image with customer loyalty. The strategy is expected CMCS image will be better and can be the main choice of the clubbers who come to the city of Bandar Lampung. This study aims to determine how the influence of service quality, product quality and brand image to CMCS customer loyalty. The approach used in this research is a quantitative approach, by using a survey to collect information, the instruments used have been tested, feasible and reliable to use. The results of this study show that there is a significant direct influence simultaneously between service, product quality, and brand image with customer loyalty at Club Music Center Stage Novotel Lampung.