Purchasing Decisions in terms of Perceived Quality, Perceived Price and Digital Marketing Through Brand Image in Non-Star Hotels

Heri, Prabowo Purchasing Decisions in terms of Perceived Quality, Perceived Price and Digital Marketing Through Brand Image in Non-Star Hotels. International Journal Of Professional Business Review. ISSN 2525-3654

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Abstract

Purpose: Purpose: This study aims to identify factors that can foster repurchase intention. The factors studied are in accordance with the findings of the gap between consumer expectations and the experience received after using the service. The factors studied were perceived quality, perceived price, digital marketing and brand image Theoretical framework: Repurchase intention can be formed if the consumer feels a good experience from the product or service that has been consumed. Identify important factors that can foster repurchase interest. The factors formed in a model are perceived quality, perceived price, digital marketing with encouragement from brand image. Design/methodology/approach: The research method used is a quantitative method with a population of consumers who have stayed at the hotel. The number of samples is 151 respondents. Data collected by distributing questionnaires is then analyzed using SMARTPLS 3.0 software, hypothesis testing with the PLS approach. Findings: The results of the analysis show that there is an influence of perceived quality, perceived price, digital marketing has an effect on brand image and has an impact on repurchase intention. However, price perception has no effect on repurchase intention Research, Practical & Social implications: To foster repurchase interest, consumers need to obtain good quality perceptions, price perceptions and digital marketing so as to enhance brand image. Originality/value: The model developed by making brand image a factor that can strengthen or weaken in influencing repurchase intention is determined from perceived quality, perceived price and digital marketing.

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