Trisnoningsih, Saniyyah Dewi Maharani (2026) PENGARUH COGNITIVE BIASES, SERVICE QUALITY, DAN CUSTOMER SATISFACTION TERHADAP CUSTOMER LOYALTY DI HOTEL KUSUMA SAHID PRINCE. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research aims to analyze the influence of cognitive biases, service quality, and customer satisfaction on customer loyalty among consumers of Hotel Kusuma Sahid Prince. This research employs a quantitative approach using a causal associative analysis method. Data processing techniques were carried out using SPSS version 31 software. The population in this research consisted of all customers who booked rooms at Hotel Kusuma Sahid Prince in 2025, totaling 12,908 individuals. The sample size was determined using the Slovin formula, resulting in 155 respondents. The results indicate that the variables of cognitive biases, service quality, and customer satisfaction have both partial and simultaneous positive and significant effects on customer loyalty. More specifically, cognitive biases have a positive and significant effect on customer loyalty, service quality has a positive and significant effect on customer loyalty, and customer satisfaction also has a positive and significant effect on customer loyalty among consumers of Hotel Kusuma Sahid Prince. Keywords : Cognitive Biases, Service Quality, Customer Satisfaction, Customer Loyalty, Marketing, Consumer Behavior
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Saniyyah Trisnoningsih | ||||||||
| Date Deposited: | 25 May 2026 08:52 | ||||||||
| Last Modified: | 26 May 2026 01:17 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52472 |
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