The purpose of this study is to understand what factors are considered for customers when choosing to stay at Guest House Griya Putri Utari Malang compared to other guest houses in Malang. The information used for this study was obtained directly from respondents who are customers of Griya Putri Utari through filling out a questionnaire. The number of respondents used in this sample was 150 people. In this study, we use the factor analysis method as a tool to analyze the data. This study revealed that customer loyalty at Guest House Griya Putri Utari Malang is influenced by 7 factors. The first factor is External Facilities. (2) Factors Affecting Location. (3) One of the factors that affects customer satisfaction is quality (4) Factors related to the company's internal facilities (5) One of the factors that affect purchasing decisions is price. (6) One of the influencing factors is external facilities. '(7) Factors Affecting Customer Satisfactio
