ANALISA PENGARUH CITRA MEREK DAN POTONGAN HARGA TERHADAP MINAT MENGINAP DI HOTEL SHANGRI-LA SURABAYA

Christina Ribka Thendeano, Joceline Sutanto, Monika Kristanti

Abstract


Abstrak: Penelitian ini dilakukan untuk mengetahui pengaruh citra merek dan potongan harga terhadap minat menginap konsumen di Hotel Shangri-La Surabaya. Pendekatan yang digunakan adalah metode kuantitatif kausal dengan penyebaran 100 responden. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah purposive sampling dan menggunakan teknik analisa regresi linier berganda. Hasil dari penelitian ini menunjukkan bahwa citra merek dan potongan harga terbukti berpengaruh positif dan signifikan terhadap minat menginap di Hotel Shangri-La Surabaya. Dimana citra merek memiliki pengaruh yang paling dominan.
Kata Kunci: Citra Merek, Potongan Harga, Minat Menginap, Hotel, Shangri-La Surabaya
Abstract: This research aims to analyze the effect of brand image and price discount on consumer interest in staying at the Shangri-La Hotel Surabaya. The approach used is a causal quantitative method with the distribution of 100 respondents.The sampling technique used in this study is purposive sampling and using multiple linear regression analysis techniques. The results of this study indicate that brand image and price discount have positive and significant impact on interest in staying at Shangri-La Hotel Surabaya; and that brand image has the most dominant influence.
Keywords: Brand Image, Discounted Price, Interest in Staying, Hotel, Shangri-La Surabaya


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References


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