JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi
Vol. 6 No. 01 (2023): JIMEK VOLUME 6 NO 1 2023

Pengaruh Citra Merek, Persepsi Harga Dan Lokasi Terhadap Keputusan Menginap Kembali (Studi Pada Konsumen Hotel Kriyad Arra Amandaru Cepu, Jawa Tengah)

Budi Handrianto (Fakultas Ekonomi dan Bisnis, Universitas Budi Luhur Jakarta)
Rina Ayu Vildayanti (Fakultas Ekonomi dan Bisnis, Universitas Budi Luhur Jakarta)
Noermijati (Fakultas Ekonomi dan Bisnis Universitas Brawijaya Malang)
Siti Aisjah (Fakultas Ekonomi dan Bisnis Universitas Brawijaya Malang)
Ananda Sabil Hussein (Fakultas Ekonomi dan Bisnis Universitas Brawijaya Malang)

Article Info

Publish Date
29 Jun 2023

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.

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Journal Info
JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi
Website

Abbrev

jimek

Publisher

Universitas Kadiri

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Jurnal Ilmiah Mahasiswa Ekonomi (JIMEK) merupakan jurnal ilmiah yang berisi publikasi beberapa skripsi dan hasil penelitian mahasiswa Fakultas Ekonomi Universitas Kadiri yang berdasar dari teori Manajemen dan Ekonomi Pembangunan. JIMEK terbit setahun dua kali yaitu pada bulan Juli dan Desember. ...