The Popularity Effect on Consumer Purchase Decisions at Luxury Hotel
Keywords:
Luxury HotelAbstract
Consumer behavior research is particularly interesting in five-star luxury hotels, which offer luxurious services and amenities. The popularity of five-star luxury hotels cannot be denied with the quality of service and luxurious facilities at an expensive price. Brand popularity in this study is defined as the extent to which a brand is widely purchased by ordinary people, with the following measures: price perception; building design; popularity-ie; service type; online perception; luxury image. Although there are many studies on the influence of brand popularity, there is no research that evaluates the need for popularity in the context of the hospitality sector. The main objective of this study is to investigate the effect of hotel popularity on service purchases at five-star luxury hotels. The research method used was a quantitative method using a questionnaire instrument involving 100 five-star hotel guests in Central Jakarta who were used as respondents and then analyzed using regression analysis. It was concluded that the popularity of five-star luxury hotels has a significant effect on purchasing decision.
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