Analisis faktor-faktor yang mempengaruhi purchase intention pada pengunjung milenial hotel budget di Bali

Ramdhan Kurniawan, Shine Pintor Siolemba, Zulmi Ramdani

Abstract


Tujuan dari penelitian ini adalah untuk mengidentifikasi pengaruh dari brand experience, brand image, brand trust, dan brand loyalty sebagai prediktor yang mempengaruhi munculnya purchase intention. Metode penelitian kuantitatif model kausalitas digunakan dengan melibatkan responden penelitian sebanyak 150 orang dan dipilih dengan teknik purposive sampling. Instrumen yang digunakan mengacu kepada teori-teori yang menjadi grand pembahasan peneliti dan dilakukan modifikasi serta pengujian instrument sehingga menghasilkan instrument yang baik. Hasil penelitian menunjukkan bahwa brand experience, brand image, dan brand loyalty berpengaruh positif dan signifikan terhadap purchase intention. Begitu juga dengan brand experience yang berpengaruh positif dan signifikan terhadap brand trust dan brand image. Hasil penelitian mengindikasikan bahwa semakin besar variabel prediktor yang mempengaruhi purchase intention, maka akan semakin besar juga kemunculan dari purchase intention tersebut. Penelitian ini memiliki implikasi praktis bagi para pemilik hotel untuk meningkatkan kualitas hotel mereka semakin baik sehingga bisa meningkatkan kesejahteraan tidak hanya bagi hotel tetapi bagi pengunjung itu sendiri.


Keywords


Brand experience; brand image; brand loyalty; brand trust; purchase intention

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DOI: https://doi.org/10.30872/jinv.v19i1.12467

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Copyright (c) 2023 Shine Pintor Siolemba, Ramdhan Kurniawan, Zulmi Ramdani

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INOVASI: Jurnal ekonomi, keuangan dan manajemen
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