THE IMPACT OF BRAND IMAGE, PRICE, AND SERVICE QUALITY ON PURCHASE DECISIONS AND CUSTOMER SATISFACTION: IMPLICATIONS FOR CUSTOMER LOYALTY IN THE HORISON HOTEL GROUP – WEST JAVA

Abstract

This study examines the influence of brand image, pricing, and service quality on purchasing decisions and customer satisfaction, as well as their combined impact on customer loyalty at Hotel Horison Group in West Java. Motivated by a decline in sales and occupancy rates from 2022 to 2024, the research aimed to identify key factors affecting customer loyalty. Using a descriptive-explanatory approach, data were collected through interviews, questionnaires, and direct observation, with proportionate random sampling. The study, conducted in 2014, utilized Structural Equation Modeling (SEM) for data analysis. Findings reveal that brand image, price, and service quality each have a significant positive effect on purchasing decisions and customer satisfaction. These factors, in turn, contribute meaningfully to customer loyalty. The results underscore the importance of improving brand image, offering competitive pricing, and enhancing service quality as strategic efforts to build and sustain customer loyalty at Hotel Horison Group.Studi ini bertujuan untuk menganalisis pengaruh citra merek, harga, dan kualitas layanan terhadap keputusan pembelian, kepuasan pelanggan, dan implikasinya terhadap loyalitas pelanggan di Group Hotel Horison di Jawa Barat. Berdasarkan data penjualan dan tingkat hunian hotel selama periode 2016-2018 yang menunjukkan penurunan, penelitian ini dilakukan untuk memahami faktor-faktor yang memengaruhi loyalitas pelanggan. Metode penelitian yang digunakan adalah analisis deskriptif-penjelasan, dengan pengumpulan data melalui wawancara, kuesioner, dan observasi, menggunakan teknik pengambilan sampel acak proporsional. Penelitian ini dilakukan pada tahun 2017, dan analisis data dilakukan menggunakan Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa citra merek, harga, dan kualitas layanan berpengaruh signifikan terhadap keputusan pembelian dan kepuasan pelanggan, baik secara simultan maupun parsial. Faktor-faktor ini juga memberikan dampak positif terhadap loyalitas pelanggan di Group Hotel Horison di Jawa Barat. Implikasi dari studi ini menekankan pentingnya peningkatan citra merek, penetapan harga yang kompetitif, dan peningkatan kualitas layanan untuk meningkatkan loyalitas pelanggan.