Pengaruh Brand Image, Kepercayaan Pelanggan, Dan Inovasi Produk Terhadap Minat Pembelian Ulang Pelanggan Pada Hotel Midtown Basuki Rahmat Surabaya
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Institusion
Universitas Katolik Darma Cendika
Author
Harjono, Nico
Subject
HB Economic Theory
Datestamp
2024-03-04 07:10:10
Abstract :
Customer repeat purchase intention plays a crucial role in the economic sustainability of a hotel, as the success of a hotel relies on ensuring guest satisfaction and building a reputable brand accompanied by standardized services. Therefore, this research aims to determine and analyze the influence of Brand Image, Customer Trust, and Product Innovation on Customer Repeat Purchase Intention at Hotel Midtown Basuki Rahmat Surabaya. This study employs a quantitative method with data sourced from a questionnaire in the form of a closed survey conducted online. The determined sample size is 100, and questionnaires are distributed to guests during check-in/out and breakfast times. This research conducts validity tests, reliability tests, Classic Assumption Tests, Normality Tests, Multicollinearity Tests, Heteroskedasticity Tests, Multiple Linear Regression Tests, Coefficient of Determination Tests, and hypothesis tests to examine their effects. Based on data analysis using SPSS Version 25, the research results indicate that all statements in the questionnaire for each variable are considered valid, with a rcount > rtable value of 0.196. All variables are also considered reliable with a cronbach's alpha value > 0.60. The One Sample Kolmogorov-Smirnov Test for Normality shows that the data used has a normal distribution with a significance value > 0.05. The Multicollinearity Test results show no symptoms of multicollinearity among independent variables in the regression model, with tolerance values ? 0.10 and VIF ? 10. The Heteroskedasticity Test shows no signs of heteroskedasticity in the regression model because there is no clear pattern and distribution of points above and below the 0 on the Y-axis. The multiple linear regression equation in this study can be formulated as Y = 5.680 ? 0.202X1 ? 0.279X2 + 0.273X3. The contribution of Brand Image, Customer Trust, and Product Innovation to Customer Repeat Purchase Intention at Hotel Midtown Basuki Rahmat Surabaya is 49.1%, classified as moderate. Furthermore, t-test analysis shows that Brand Image, Customer Trust, and Product Innovation significantly influence Customer Repeat Purchase Intention at Hotel Midtown Basuki Rahmat Surabaya.
Customer repeat purchase intention plays a crucial role in the economic sustainability of a hotel, as the success of a hotel relies on ensuring guest satisfaction and building a reputable brand accompanied by standardized services. Therefore, this research aims to determine and analyze the influence of Brand Image, Customer Trust, and Product Innovation on Customer Repeat Purchase Intention at Hotel Midtown Basuki Rahmat Surabaya. This study employs a quantitative method with data sourced from a questionnaire in the form of a closed survey conducted online. The determined sample size is 100, and questionnaires are distributed to guests during check-in/out and breakfast times. This research conducts validity tests, reliability tests, Classic Assumption Tests, Normality Tests, Multicollinearity Tests, Heteroskedasticity Tests, Multiple Linear Regression Tests, Coefficient of Determination Tests, and hypothesis tests to examine their effects. Based on data analysis using SPSS Version 25, the research results indicate that all statements in the questionnaire for each variable are considered valid, with a rcount > rtable value of 0.196. All variables are also considered reliable with a cronbach's alpha value > 0.60. The One Sample Kolmogorov-Smirnov Test for Normality shows that the data used has a normal distribution with a significance value > 0.05. The Multicollinearity Test results show no symptoms of multicollinearity among independent variables in the regression model, with tolerance values ? 0.10 and VIF ? 10. The Heteroskedasticity Test shows no signs of heteroskedasticity in the regression model because there is no clear pattern and distribution of points above and below the 0 on the Y-axis. The multiple linear regression equation in this study can be formulated as Y = 5.680 ? 0.202X1 ? 0.279X2 + 0.273X3. The contribution of Brand Image, Customer Trust, and Product Innovation to Customer Repeat Purchase Intention at Hotel Midtown Basuki Rahmat Surabaya is 49.1%, classified as moderate. Furthermore, t-test analysis shows that Brand Image, Customer Trust, and Product Innovation significantly influence Customer Repeat Purchase Intention at Hotel Midtown Basuki Rahmat Surabaya.
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