Purchasing Decisions in Terms of Perceived Quality, Perceived Price and Digital Marketing Through Brand Image in Non-Star Hotels

Abstract

Purpose: This study aims to identify factors that can foster repurchase intention. The factors studied are in accordance with the findings of the gap between consumer expectations and the experience received after using the service. The factors studied were perceived quality, perceived price, digital marketing and brand image. Theoretical framework: The perception of quality that is formed from consumer experience is able to foster interest in returning (Ranjbarian & Pool, 2015). In addition, perceived quality can improve the hotel's image (Sari et al., 2022). Price perceptions can influence a person to visit again (Cakici et al., 2019). Digital marketing has an effect on repurchase intention (Ginting et al., 2022). Likewise, brand image can have a positive influence on growing repurchase intentions (Huang et al., 2019). Design/Methodology/Approach: The research method used is a quantitative method with a population of consumers who have stayed at the hotel. The number of samples is 151 respondents. Data collected by distributing questionnaires is then analyzed using SMARTPLS 3.0 software, hypothesis testing with the PLS approach. Findings: The results of the analysis show that there is an influence of perceived quality, perceived price, digital marketing has an effect on brand image and has an impact on repurchase intention. However, price perception has no effect on repurchase intention. Research, practical & social implications: To foster repurchase interest, consumers need to obtain good quality perceptions, price perceptions and digital marketing so as to enhance brand image. Originality/Value: The model developed by making brand image a factor that can strengthen or weaken in influencing repurchase intention is determined from perceived quality, perceived price and digital marketing.