How do Brand Image and Service Quality Influence Tourist Buying Decisions and Satisfaction at Puri Saron Madangan Hotel, Bali, Indonesia

Abstract

The purpose of this paper is to analyze how the brand image and service quality impact buying decisions and guest satisfaction at Puri Saron Madangan Hotel Gianyar Bali. The sample used was 98 respondents, using the accidental sampling technique. The primary data collection method is distributing questionnaires and conducting in-depth interviews with the stakeholders. Path analysis was the analysis method used. The results of the investigation show that brand image, customer satisfaction, and service quality all have a significant and direct impact on consumer decisions. The choice to buy also directly and significantly affects satisfaction. The findings of this study offer direction for the Puri Saron Hotel to concentrate more on enhancing its brand image and service quality to increase the number of visitors who choose to come and stay at the hotel because they are happy with the service.