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Journal : human capital development

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Pengaruh Persepsi Harga, Social Media Marketing dan Citra Merek terhadap Keputusan Menginap di Hotel Le Meriden Jakarta Azhar; Talumantak, Ricky
Human Capital Development Vol 12 No 2 (2025): Human Capital Development
Publisher : LPPM Universitas Asa Indonesia

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Abstract

The purpose of this study is to find the effect of of price perception, social media marketing, and brand image on the decision to stay at Le Meridien Hotel Jakarta. This research employs an accidental sampling technique, where respondents were selected based on individuals who happened to be at the lodging location and were willing to provide information regarding their decision in choosing a place to stay. In line with the descriptive quantitative approach used in this study, a survey method was employed by distributing questionnaires to consumers. The survey was conducted using structured questionnaires to collect data and to analyze the relationships among the hypotheses in this research model using multiple linear regression analysis. The sample consisted of 100 hotel guests who were planning to stay. Based on the t-test, it was found that brand image does not have a significant effect on the decision to stay, while the variables of price perception and social media marketing each have a positive and significant partial effect on the decision to stay. The F-test results show that price perception, social media marketing, and brand image simultaneously have a significant effect on the decision to stay
Co-Authors Abdiel Khaleil Akmal ABDUL HAMID Ade Kurniawan Adi Sucipto, Adi Agustiani Agustina, Tia Ajinar Alamsyah AlBahri, Fauzan Putraga Ali Sadikin Ritonga Andries Lionardo, Andries Anggi Setia Ningsih Anggriani, Dewi Aninda Eka Putri Anjur Perkasa Alam Ardiansyah Ardianti, Indah Arhami, Muhammad Arien, Wilasari Asari, Syafna Asmiyah, Asmiyah Augia, Augia Sukma Humaira Amri Aulia Fitri, Aulia Ayu Liviana Babby Hasmayni Badruzaman, Akhmad Roja Bagus Salim Simatupang Budhiarti Supyan, Ina Bukhari Is Bustami Bustami, Yuserizal Daniah David Sri Kuncoro Dea Fitria dedi irawan Desiana Dewi, Ira Diyan Yusri Donny Lesmana Dwi Eka Putra Elly Agustina Endah Sri Wahyuni Endang Haryati Erlan Muliadi Eva Juwita Fadly Achmad Fahrur Rozi Fany Fadhila Fatasa, Fanggy Febri Yanti Fikri, M.Khairul Fitrilinda, Dafetta Gimin Hadriana Hamzanwadi Harahap, Samsul Bahry Haris Suwondo Hasanah Hayun Aini Hendrawaty Heri Rustamaji Heriyadi, Heriyadi Herti Utami Hirawati Hasibuan HOTMA SARI Ibrahim Qamarius Ichsan Iga Mayada Iing Pamungkas IKA NURLAILA Indra Kurniawan Irawan, Heri Tri Irawan, Risnadi Isjoni Isjoni Ismi Yulizar Izati, Nurul Jullimursyida Junaidi Junaidi Jupriaman Kamaliah Khairani Sakdiah Khairawati Khairul Azman Lathifah Madyani Ritonga Leli Hasanah Lubis Lia Lismeri Lismeri, Lia Lizra Vanitra Lubis, Afifi M. Irvan Syahputra M. Nizar Machmud M.JOPAN M.Subhan Mahdum Manggarsari, Yuniarsih Mariah Kibtiyah Marwan, Arip Marwin, Azwir Masri Matriadi, Faisal Mauliza Amanda Mawardati Megahati S, Ruth Rize Paas Meilina, Mia Meitania, Firanda Misbah Mita Arianti mu'aiqin azmi Muh. Jaelani Al Pansori Muhammad Jais, Muhammad Muhammad Nofrizal Muhammad Ridho Afif Muhammad Zulham Munthe Mulyono Munardi MURAH MURYANTI Musanna, Khadijatul Muslim Marpaung Nasution, Elvy Sahnur Natasha, Putri Aulia Nilda, Elvi Noviana, Dwi Nurmala Nurul Hafiza Nurul Putri Aulia Nurwijayanti Panca Nugrahini Febriningrum Prabujaya, Sena Putra Purba, Nusantri Putri Handayani Putri Yuanita Rahmalia Ramadhan, Khaikal Rawinda Rani Rejeki, Rahman Ricky Talumantak Rico Nur Ilham Rika Andriani Kombih Rina Febiyanti Rivai, Ferdiansyah Rizany, Ichsan Rizky, Agita Amy Robiatul Adawiyah ROHATIJAH Romaningsih Rosnaini Daga Sabariah, Hayatun Safitri Sahbuki Ritonga Sahniyar Saifuddin Siahaan, Rani Margaretha Siti Halimatussakdiyah Siti Maryam, Neneng Solihin Soybatul Aslamiah Ritonga Soybatul Aslamiyah Ritonga Suaib Lubis Suarman Suhaeri Sullaida Sumanti, Eva Sumiyarni Suriadi Surya Rahmadana Suryatik Suwartoyo, Dini Faiza Rahayu Syafrida Syamsarina, Syamsarina Syarifuddin T.M. Azis Pandria Ulvia Rahmi Utami, Alifia Mentari Utami, Heri Uun Sunarsih Wahyu Cristian Marpaung Wahyuni Sarah Pohan Wargadinata, Betty Weki Wiganda, Aldi Pangestu Yakin, Rahimul Yanita Yaumul Khair Afif Yennita Yuli Darni Yuli Darni Yuniarsih Sawaliyah Yunita Wati Yusniar Zahrani Fadila Zainuddin Zhenyu Cui Zuhra, Dwi Melani