The Impact of Brand Image, Price, and Service Quality on Purchase Decisions and Customer Satisfaction: Implications for Customer Loyalty in the Horison Hotel Group – West Java

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This analysis reveals significant impacts of brand image, price, and service quality on customer satisfaction and loyalty in the Hotel Horison Group.

Purchasing decisions improve significantly with positive brand image, price, and service quality, leading to enhanced customer loyalty.
The study found that brand image positively affects customer satisfaction, boosting loyalty by addressing image and quality.
Using a descriptive-explanatory approach, data were collected through interviews and questionnaires, analyzed via Structural Equation Modeling.
These findings highlight the need for the Hotel Horison Group to focus on brand image, competitive pricing, and service quality for sustaining loyalty.

Leonandri et al. (2025) studied this question.

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This analysis reveals significant impacts of brand image, price, and service quality on customer satisfaction and loyalty in the Hotel Horison Group.