ANALISA PENGARUH FASILITAS, KUALITAS PELAYANAN DAN HARGA TERHADAP BRAND IMAGE ZURI RESORT BOGOR

Noerlina Anggraeni

Abstract


This research aims to determine the extent of the influence of facilities, service quality, and price on the brand image of Villa Zuri Resort Bogor. The type of research is associative research using a quantitative descriptive method. The research data were obtained from the distribution of questionnaires to 112 guests who stayed from January 10 to 27, 2014, using the published rate when the guests checked out. The questionnaire data were analyzed using validity tests, reliability tests, correlation analysis, multiple regression analysis, and coefficient of determination tests. The research results show a positive and significant influence between the facility variable and the brand image variable of 0.854, or 85.4%. There is a positive and significant influence between the service quality variable and the brand image variable of 0.787, or 78.7%. There is a positive and significant influence between the price variable and the brand image variable of 0.851, or 85.1%. There is a considerable influence when the facility, service quality, and price variables are simultaneously combined into one and related to the influence of the brand image variable of 0.888, or 88.8%.

Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh fasilitas, kualitas pelayanan dan harga terhadap brand image Villa Zuri Resort Bogor. Jenis penelitian adalah penelitian asosiatif dengan menggunakan metode deskriptif kuantitatif. Data penelitian diperoleh dari penyebaran kuesioner kepada 112 orang tamu yang menginap pada tanggal 10 sampai dengan 27 Januari 2014 menggunakan harga publish rate di saat tamu melakukan proses check out. Data kuesioner dianalisis menggunakan uji validitas, uji reliabilitas, analisis korelasi, analisis regresi berganda, dan uji koefisien determinasi. Hasil penelitian menunjukan bahwa ada pengaruh yang positif dan signifikan antara variabel fasilitas terhadap variabel brand image sebesar 0,854 atau 85,4%. Ada pengaruh yang positif dan signifikan antara variabel kualitas pelayanan terhadap variabel brand image sebesar 0,787 atau 78,7%. Ada pengaruh yang positif dan signifikan antara variabel harga terhadap variabel brand image sebesar 0,851% atau 85,1%. Ada pengaruh yang sangat besar apabila variabel fasilitas, kualitas pelayanan dan harga secara simultan digabungkan menjadi satu dan dikaitkan dengan pengaruh variable brand image  sebesar 0,888 atau 88,8%.

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DOI: https://doi.org/10.56486/kompleksitas.vol13no2.663

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