THE INFLUENCE OF PRICE PERCEPTION AND HOTEL IMAGE ON STAYING DECISIONS THROUGH CONSUMER TRUST AT THREE-STAR HOTELS IN MAKASSAR CITY

Ayunita Tirtahati

Authors

Ayunita Tirtahati Universitas Muslim Indonesia

Keywords:

Price Perception;, Hotel Image;, Consumer Trust;, Decision to Stay

Abstract

The hotel industry is an important part of service marketing management, particularly in facing the increasing competition among three-star hotels in Makassar City. This study aims to analyze the effect of price perception and hotel image on the decision to stay, with consumer trust as a mediating variable. This research employed a quantitative approach with an explanatory design. Data were collected through a Likert-scale questionnaire from 200 respondents selected using purposive sampling. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4. The results showed that price perception and hotel image had a positive and significant effect on consumer trust. Hotel image and consumer trust had a positive and significant effect on the decision to stay, while price perception did not have a significant direct effect on the decision to stay. Consumer trust fully mediated the effect of price perception on the decision to stay and partially mediated the effect of hotel image on the decision to stay. This study contributes to the development of service marketing research by emphasizing the importance of trust as a linking mechanism in consumer decision-making. These findings are important as a basis for hotel strategies in managing prices, hotel image, and service quality.

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