Pengaruh brand image dan promosi traveloka terhadap minat beli kamar hotel di kabupaten badung

Abstract

Kehadiran Online Travel Agent (OTA) memudahkan konsumen untuk mencari, membandingkan harga sampai akhirnya melakukan pemesanan kamar sebelum melakukan perjalanan wisata. Salah satu website yang berperan penting dalam industri pariwisata adalah Traveloka. Penelitian ini bertujuan untuk mengetahi pengaruh brand image dan promosi terhadap minat beli kamar hotel di Kabupaten Badung. Jenis sampling yang digunakan adalah non-probability sampling dengan teknik purposive sampling dengan jumlah sampel penelitian sebanyak 100 respoden. Teknik analisis menggunakan uji validitas, uji reabilitas, uji asumsi klasik, analisis regresi linear berganda, pengujian hipotesis melalui uji F dan uji T, serta analisis koefisien determinasi. Brand image dan promosi Traveloka berpengaruh positif dan signifikan terhadap minat beli kamar hotel di Kabupaten Badung dengan hasil F hitung secara simultan adalah sebesar 91,892 > F tabel = 3,09. Brand image berpengaruh positif dan signifikan terhadap minat beli kamar hotel di Kabupaten Badung dengan nilai t hitung sebesar 2,565 > t tabel = 1,661. Promosi Traveloka berpengaruh positif dan signifikan terhadap minat beli kamar hotel di Kabupaten Badung dengan diperoleh nilai t hitung sebesar 6,728 > t tabel = 1,661.
 
 compare prices and finally make a room reservation before traveling. One website that plays an important role in the tourism industry is Traveloka. This study aims to determine the effect of brand image and promotion on the purchase intention of hotel rooms in Badung Regency. The type of sampling used is non-probability sampling with purposive sampling technique with a total sample of 100 respondents. The analysis technique uses validity test, reliability test, classical assumption test, multiple linear regression analysis, hypothesis testing through F test and T test, and coefficient of determination analysis. Traveloka's brand image and promotions have a positive and significant effect on buying interest in hotel rooms in Badung Regency with the results of the calculated F simultaneously being 91.892 > F table = 3.09. Brand image has a positive and significant effect on buying interest in hotel rooms in Badung Regency with a t-count value of 2.565 > t table = 1.661. Traveloka promotions have a positive and significant effect on buying interest in hotel rooms in Badung Regency with the obtained t value of 6.728 > t table = 1.661.

From 'I Do' to 'How Much?': Exploring Brand Image and Price Perceptions in Bali's Luxury Weddings

“…Starting with the pivotal role of branding in hospitality, (Sia et al, 2023) embarked on a study that probed the interplay between brand image, promotional activities, and the guests' intent to purchase hotel rooms, specifically in the Badung District. By engaging 100 participants through purposive sampling, their findings underscored the profound influence that brand image and price perceptions exert on hotel booking decisions, emphasizing the importance of a robust brand image in influencing guest choices in this region.…”