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All Journal JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi
Noermijati
Fakultas Ekonomi dan Bisnis Universitas Brawijaya Malang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Citra Merek, Persepsi Harga Dan Lokasi Terhadap Keputusan Menginap Kembali (Studi Pada Konsumen Hotel Kriyad Arra Amandaru Cepu, Jawa Tengah) Budi Handrianto; Rina Ayu Vildayanti; Noermijati; Siti Aisjah; Ananda Sabil Hussein
JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi Vol. 6 No. 01 (2023): JIMEK VOLUME 6 NO 1 2023
Publisher : Fakultas Ekonomi Universitas Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30737/jimek.v6i01.4175

Abstract

The purpose of this study was to determine the effect of brand image, perceived price, and location on the decision to stay again. The sample in this study was 96 consumers from the Kyriad Arra Amandaru Cepu Hotel, Central Java, calculated using the Slovin Formula, with the method used being non-probability sampling by distributing questionnaires using the simple random sampling technique. The research instrument is a questionnaire with a Likert scale. The results of the respondents' answers to the questionnaire given were then processed using SPSS software version 25. The researchers found that the brand image variable partially affected the purchase decision variable, and the price perception and location variables had an effect on the decision variable to stay again.
Co-Authors Ananda Sabil Hussein Budi Handrianto Rina Ayu Vildayanti Siti Aisjah