The Influence of Competitors, Market Segmentation, Marketing Strategy, and Brand Image on Customer Satisfaction at Hotel Luminor Jemursari Surabaya

Authors

  • Rina Agustina Universitas PGRI Adi Buana Surabaya, Indonesia
  • Taudikhul Afkar Universitas PGRI Adi Buana Surabaya, Indonesia
  • Wira Yudha Alam Universitas PGRI Adi Buana Surabaya, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v9i4.18519

Abstract

This study aims to analyze the influence of competitors, market segmentation, marketing strategy, and brand image on customer satisfaction at Hotel Luminor Jemursari Surabaya. Using a quantitative approach and survey method, data were collected from 57 respondents through a structured questionnaire. Multiple linear regression analysis revealed that all four independent variables simultaneously have a significant effect on customer satisfaction, with an adjusted R² of 77.1%. Partially, competitors have a negative influence, while market segmentation, marketing strategy, and brand image show significant positive effects. These findings offer strategic implications for hotel management in enhancing customer loyalty through service differentiation and brand reinforcement.

Downloads

Published

2025-12-23

How to Cite

Agustina, R., Afkar, T., & Alam, W. Y. (2025). The Influence of Competitors, Market Segmentation, Marketing Strategy, and Brand Image on Customer Satisfaction at Hotel Luminor Jemursari Surabaya. International Journal of Economics, Business and Accounting Research (IJEBAR), 9(4). https://doi.org/10.29040/ijebar.v9i4.18519

Issue

Vol. 9 No. 4 (2025): IJEBAR, VOL. 09 ISSUE 04, DECEMBER 2025

Section

Articles

Citation Check

License

Authors who publish with IJEBAR agree to the following terms: Authors retain copyright and grant the IJEBAR right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgement of the work's authorship and initial publication in IJEBAR. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in IJEBAR. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).