Pengaruh Kualitas Pelayanan, Persepsi Harga dan Citra Merek terhadap Keputusan Tamu Menginap
DOI:
https://doi.org/10.31004/riggs.v5i1.8006Keywords:
Service Quality, Price Perception, Brand Image, Guest Stay DecisionAbstract
This study aims to analyze the influence of service quality, price, and brand image on guest stay decisions at The Sultan Hotel Jakarta. The background to this research is the increasing competition in the hotel industry, which demands that business owners understand the factors that influence consumer preferences and decisions when choosing accommodation. In this context, hotels are required not only to provide adequate facilities but also to deliver a superior service experience and build a positive perception of value in the eyes of consumers. The research method used was a quantitative approach with an accidental sampling technique. The sample consisted of 80 respondents who were guests who had stayed at the hotel. Data were collected using a Likert-scale questionnaire and analyzed using multiple linear regression with SPSS version 25. The analysis included validity, reliability, classical assumptions, t-tests, F-tests, and coefficients of determination to ensure the accuracy of the research model. The results showed that service quality, price, and brand image significantly influenced stay decisions, both partially and simultaneously (p<0.05). Service quality was the most dominant variable (β=0.103), followed by price perception (β=0.017) and brand image (β=0.012). These findings underscore the importance of improving service, setting competitive prices, and strengthening brand image to increase guest retention decisions.
Downloads
References
Ayuningsih, F., & Maftukhah, I. (2020). The Influence of Product Knowledge, Brand Image, and Brand Love on Purchase Decision through Word of Mouth. Management Analysis Journal, 9(4), 355–369. https://doi.org/10.15294/maj.v9i4.40796
Deisy, M., Lapian, J., & Mandagie, Y. (2018). Analisis Citra Merek, Harga Produk Dan Kualitas Terhadap Keputusan Pembelian Handphone Samsung Pada Seluruh Gerai-Gerai Seluler Di IT Center Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(4), 2288–2297. https://doi.org/10.35794/emba.v6i4.20997
Fitri Chairani, & Nidia Wulansari. (2023). Pengaruh Brand Image Terhadap Keputusan Tamu Menginap Di Four Points By Sheraton Batam. Student Scientific Creativity Journal, 1(6), 210–218. https://doi.org/10.55606/sscj-amik.v1i6.2347
Kotler, & Armstrong. (2012). Principles of Marketing. Economica, (19), 118. https://doi.org/10.2307/2548367
Kotler, & Armstrong. (2017). principles of marketing global edition. Early Greek Mythography, Vol. 1: Texts. https://doi.org/10.1093/oseo/instance.00295839
Kotler Et.al. (2009). Marketing Management. England : Pearson Education Limited. Retrieved from http://books.google.no/books?id=8VDYaWzc9MgC
Kotler Et.Al. (2018). principles of MARKETING 17e (Vol. 25). https://doi.org/10.21776/ub.jkb.2009.025.02.3
Kotler, & Keller. (2016). MARKETING MANAGEMENT. Boletin cultural e informativo - Consejo General de Colegios Medicos de España (Vol. 22).
Maharani, S. (2019). PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PIZZA HUT. IQTISHADequity Jurnal MANAJEMEN, 2(1), 10–22. https://doi.org/10.51804/iej.v2i1.548
MONTY, S. (2023). Mengenal Hotel Sultan Senayan yang Pengelolaannya Diambil Alih Pemerintah. Retrieved from https://www.propertiindonesia.id/post/mengenal-hotel-sultan-senayan-yang-pengelolaannya-diambil-alih-pemerintah
Parasuraman Et.al, . (1988). SERVQUAL- A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality.pdf. Journal of Retailing, 64, 21–40. Retrieved from https://www.researchgate.net/publication/225083802
Peter, J. P., & Olson, J. C. (2010). Consumer Behavior & Marketing strategy.
Pujana, I. P. Y., Suartina, I. W., & Oktarini, L. N. (2024). Pengaruh Kualitas Pelayanan, Lokasi, Brand Image dan Persepsi Harga Terhadap Keputusan Menginap. Oikonomia J. Manaj, 4(12), 2467–2477.
Putri, H. (2022). THE INFLUENCE OF BRAND IMAGE AND BRAND AMBASSADOR ON PURCHASING DECISIONS THROUGH CONSUMER TRUST IN SCARLETT PRODUCTS, 11(April), 346–363.
Saktiawan, P. D., & Harsono, S. (2021). The Effect of Performance, Price Perception, Brand Image, and Brand Association on Purchase Decision of Honda CBR150R in Surabaya. Philippine Social Science Journal, 4(1), 97–107. https://doi.org/10.52006/main.v4i1.288
Schneider, S., & Huber, F. (2022). You paid what!? Understanding price-related word-of-mouth and price perception among opinion leaders and innovators. Journal of Revenue and Pricing Management, 21(1), 64–80. https://doi.org/10.1057/s41272-021-00289-z
Sugiyono. (2023). Metode penelitian kuantitatif kualitatif. Sustainability (Switzerland) (Vol. 11). Retrieved from http://scioteca.caf.com/bitstream/handle/123456789/1091/RED2017-Eng-8ene.pdf?sequence=12&isAllowed=y%0Ahttp://dx.doi.org/10.1016/j.regsciurbeco.2008.06.005%0Ahttps://www.researchgate.net/publication/305320484_SISTEM_PEMBETUNGAN_TERPUSAT_STRATEGI_MELESTARI
Umbola, F., Mawuntu, P., & Potolau, M. (2019). the Influence of Brand Image and Price Perception on Purchase Decisions. Jurnal Entrepreneur Dan Entrepreneurship, 8(2), 16–21. https://doi.org/10.37715/jee.v8i2.1120
Wirtz, & Lovelock. (2022). Services Marketing People, Technology, Strategy. Services Marketing: People, Technology, Strategy, Ninth Edition. https://doi.org/10.1142/y0024
Yuliantie. (2021). Effect Of Product Quality, Price Perception, And Promotion On Purchase Decisions At Pand’s Muslim Department Store. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 4(2), 176–188. https://doi.org/10.31842/jurnalinobis.v4i2.176
Ayuningsih, F., & Maftukhah, I. (2020). The Influence of Product Knowledge, Brand Image, and Brand Love on Purchase Decision through Word of Mouth. Management Analysis Journal, 9(4), 355–369. https://doi.org/10.15294/maj.v9i4.40796
Deisy, M., Lapian, J., & Mandagie, Y. (2018). Analisis Citra Merek, Harga Produk Dan Kualitas Terhadap Keputusan Pembelian Handphone Samsung Pada Seluruh Gerai-Gerai Seluler Di IT Center Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(4), 2288–2297. https://doi.org/10.35794/emba.v6i4.20997
Fitri Chairani, & Nidia Wulansari. (2023). Pengaruh Brand Image Terhadap Keputusan Tamu Menginap Di Four Points By Sheraton Batam. Student Scientific Creativity Journal, 1(6), 210–218. https://doi.org/10.55606/sscj-amik.v1i6.2347
Kotler, & Armstrong. (2012). Principles of Marketing. Economica, (19), 118. https://doi.org/10.2307/2548367
Kotler, & Armstrong. (2017). principles of marketing global edition. Early Greek Mythography, Vol. 1: Texts. https://doi.org/10.1093/oseo/instance.00295839
Kotler Et.al. (2009). Marketing Management. England : Pearson Education Limited. Retrieved from http://books.google.no/books?id=8VDYaWzc9MgC
Kotler Et.Al. (2018). principles of MARKETING 17e (Vol. 25). https://doi.org/10.21776/ub.jkb.2009.025.02.3
Kotler, & Keller. (2016). MARKETING MANAGEMENT. Boletin cultural e informativo - Consejo General de Colegios Medicos de España (Vol. 22).
Maharani, S. (2019). PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PIZZA HUT. IQTISHADequity Jurnal MANAJEMEN, 2(1), 10–22. https://doi.org/10.51804/iej.v2i1.548
MONTY, S. (2023). Mengenal Hotel Sultan Senayan yang Pengelolaannya Diambil Alih Pemerintah. Retrieved from https://www.propertiindonesia.id/post/mengenal-hotel-sultan-senayan-yang-pengelolaannya-diambil-alih-pemerintah
Parasuraman Et.al, . (1988). SERVQUAL- A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality.pdf. Journal of Retailing, 64, 21–40. Retrieved from https://www.researchgate.net/publication/225083802
Peter, J. P., & Olson, J. C. (2010). Consumer Behavior & Marketing strategy.
Pujana, I. P. Y., Suartina, I. W., & Oktarini, L. N. (2024). Pengaruh Kualitas Pelayanan, Lokasi, Brand Image dan Persepsi Harga Terhadap Keputusan Menginap. Oikonomia J. Manaj, 4(12), 2467–2477.
Putri, H. (2022). THE INFLUENCE OF BRAND IMAGE AND BRAND AMBASSADOR ON PURCHASING DECISIONS THROUGH CONSUMER TRUST IN SCARLETT PRODUCTS, 11(April), 346–363.
Saktiawan, P. D., & Harsono, S. (2021). The Effect of Performance, Price Perception, Brand Image, and Brand Association on Purchase Decision of Honda CBR150R in Surabaya. Philippine Social Science Journal, 4(1), 97–107. https://doi.org/10.52006/main.v4i1.288
Schneider, S., & Huber, F. (2022). You paid what!? Understanding price-related word-of-mouth and price perception among opinion leaders and innovators. Journal of Revenue and Pricing Management, 21(1), 64–80. https://doi.org/10.1057/s41272-021-00289-z
Sugiyono. (2023). Metode penelitian kuantitatif kualitatif. Sustainability (Switzerland) (Vol. 11). Retrieved from http://scioteca.caf.com/bitstream/handle/123456789/1091/RED2017-Eng-8ene.pdf?sequence=12&isAllowed=y%0Ahttp://dx.doi.org/10.1016/j.regsciurbeco.2008.06.005%0Ahttps://www.researchgate.net/publication/305320484_SISTEM_PEMBETUNGAN_TERPUSAT_STRATEGI_MELESTARI
Umbola, F., Mawuntu, P., & Potolau, M. (2019). the Influence of Brand Image and Price Perception on Purchase Decisions. Jurnal Entrepreneur Dan Entrepreneurship, 8(2), 16–21. https://doi.org/10.37715/jee.v8i2.1120
Wirtz, & Lovelock. (2022). Services Marketing People, Technology, Strategy. Services Marketing: People, Technology, Strategy, Ninth Edition. https://doi.org/10.1142/y0024
Yuliantie. (2021). Effect Of Product Quality, Price Perception, And Promotion On Purchase Decisions At Pand’s Muslim Department Store. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 4(2), 176–188. https://doi.org/10.31842/jurnalinobis.v4i2.176
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Nur Hafsah; Jamaludin Khalid
This work is licensed under a Creative Commons Attribution 4.0 International License.
