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

Karta, Ni Luh Putu Agustini (2023) How do Brand Image and Service Quality Influence Tourist Buying Decisions and Satisfaction at Puri Saron Madangan Hotel, Bali, Indonesia. European Journal of Business and Management Researc, 8 (6). pp. 87-93. ISSN 2507-1076

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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.
Keywords: Brand image, decision, satisfaction, service quality.

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Dr. Agustini Karta
Date Deposited:	15 Jan 2024 02:08
Last Modified:	15 Jan 2024 02:08
URI:	http://eprints.triatmamulya.ac.id/id/eprint/2090

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