THE INFLUENCE OF BRAND IMAGE TOWARDS CUSTOMER LOYALTY IN HOTEL SANTIKA PREMIER BINTARO IN TANGERANG SELATAN

This study was conducted to determine the level of brand image, to examine interactive role of those factors that determines brand image and customer loyalty. Brand image is the current view of the customers about the brand. Branding is method of determining an organization‘s competitive position based on consumer perceptions, where the organization‘s position to competitors impacts consumer choices. Customer‘s loyalty is the state of fear or confusion regarding purchase or consumption of a product at a moment and it is further extended to repeat purchase, ingestion of repurchase and world of mouth. This can also be measured by through satisfaction.