Analisa Citra Merek Dan Potongan Harga Terhadap Minat Menginap Di the Trans Luxury Hotel Bandung
Year: 2023
Type: article
Study design: Observational Study
Abstract: This research was conducted to determine the influence of brand image and price discounts of consumer interest in staying (purchase intention) at The Trans Hotel Luxury Bandung. This approach used a quantitative methods with a distribution of 280 respondent. The sampling technique used of this research is purposive sampling. The sample for this research is all the people of Bandung City who know about The Trans Luxury Hotel Bandung. The collected data was tested such as validity testing, reliability testing, classical assumptions and hypothesis testing. The result obtained show that there is an influence betweenbrand image and price discount of consumer interest in staying at The Trans Hotel Luxury Bandung. Tujuan dari dibuatnya penelitian ini agar mengetahui pengaruh dari citra merek dan potongan harga terhadap minat konsumen menginap (minat beli) di The Trans Hotel Luxury Bandung. Pendekatan yang digunakan menggunakan metode kuantitatif dengan jumlah responden 280. Teknik pengambilan sampel yang digunakan dalam penelitian ini yaitu purposive sampling. Sampel penelitian ini merupakan seluruh masyarakat Kota Bandung yang mengetahui The Trans Hotel Luxury Bandung. Data yang terkumpul dilakukan pengujian seperti uji validitas, uji reliabilitas, asumsi klasik, dan uji hipotesis. Hasil diperoleh menunjukkan bahwa terdapat pengaruh antara citra merek dan potongan harga terhadap minat konsumen menginap di The Trans Hotel Luxury Bandung.
Authors: Misyella Natalia Hilman, Allen Kristiawan
Institution: Maranatha Christian University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4393220175