The effect of brand image, online review, and price on the decision to stay at Karibia Boutique Hotel

Faustina, Erlinda (2022) The effect of brand image, online review, and price on the decision to stay at Karibia Boutique Hotel. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In Indonesia, the development of the hotel industry is very rapid and nowadays tourists can easily find many hotels in various places. Karibia Boutique Hotel has experienced a decrease in occupancy rate and rooms sold. Based on online reviews, there are several bad reviews and comments referring to the hotel is not ideal as a 4 stars hotel and the room rate was expensive. The objectives of this research are to determine whether brand image, online review, and price have a significant effect on the decision to stay at Karibia Boutique Hotel. In this research, the writer used quantitative research method. Primary and secondary data were used in this research by distributing questionnaires to 96 respondents who had stayed at the Karibia Boutique Hotel at least once and the data were tested with validity and reliability tests after being distributed to 30 respondents. Non-probability sampling will be used to collect the sample by using the convenience sampling method. In this study, the results were obtained using SPSS V.25 by performing a normality test, heteroscedasticity test, multicollinearity test, multiple linear regression test, coefficient of determination test, as well as hypothesis testing of T-test and F-test. The results of this research showed that brand Image, online review, and price have partial and simultaneous effect on the decision to stay at Karibia Boutique Hotel./ Di Indonesia, perkembangan industri perhotelan sangat pesat dan saat ini wisatawan dapat dengan mudah menemukan banyak hotel di berbagai tempat. Karibia Boutique Hotel mengalami penurunan tingkat hunian dan penjualan kamar. Berdasarkan ulasan online, ada beberapa ulasan dan komentar buruk yang mengacu pada hotel ini tidak ideal sebagai hotel berbintang 4 dan harga kamarnya mahal. Penelitian ini bertujuan untuk mengetahui apakah brand image, online review dan price berpengaruh signifikan terhadap keputusan menginap di Karibia Boutique Hotel. Dalam penelitian ini, penulis menggunakan metode penelitian kuantitatif. Data primer dan sekunder digunakan dalam penelitian ini dengan menyebarkan kuesioner kepada 96 responden yang pernah menginap di Karibia Boutique Hotel minimal satu kali dan data diuji dengan uji validitas dan reliabilitas setelah dibagikan kepada 30 responden. Non-probability sampling akan digunakan untuk mengumpulkan sampel dengan menggunakan metode convenience sampling. Pada penelitian ini hasilnya diperoleh dengan menggunakan SPSS V.25 dengan melakukan uji normalitas, uji heteroskedastisitas, uji multikolinearitas, uji regresi linier berganda, uji koefisien determinasi, serta uji hipotesis yaitu uji T dan uji F. Hasil penelitian menunjukkan bahwa brand image, online review, dan price berpengaruh secara parsial dan simultan terhadap keputusan menginap di Karibia Boutique Hotel.

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