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All Journal Kajian Branding Indonesia
Tasya Sierends Devana
Sekolah Bisnis dan Ekonomi, Universitas Prasetiya Mulya, Kampus BSD, BSD City Kavling Edutown I.1, Jl. BSD Raya Utama, BSD City, Kec. Pagedangan, Tangerang, Banten 15339
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Discovering Key Success Factors of Mid-Star Hotels During a Pandemic Tasya Sierends Devana; Nathanael Christianto; Tasha Devina Christianto; James Christian Setjoadi; Vincent Vincent; Handyanto Widjojo
Kajian Branding Indonesia Vol 4 No 1 (2022): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.4.1.47-59

Abstract

The objective of this research is to discover the factors that influence consumers’ interest in staying at mid-star hotels during the COVID-19 pandemic. A mixed-methods approach combining qualitative and quantitative research was applied. Data from 206 respondents was collected through online surveys that were processed through regression analysis. The findings show three factors that positively and significantly influence consumers’ interest to use mid-star hotels during the pandemic: cleanliness, health protocol, and facilities. Meanwhile, the promotion does not significantly affect the dependent variable. This research could provide insight into the hotel industry, specifically mid-star hotels, to consider and apply those factors into their priorities so that they can generate greater consumer interest in staying at mid-star hotels mid- and post-pandemic.
Co-Authors Handyanto Widjojo James Christian Setjoadi Nathanael Christianto Tasha Devina Christianto Vincent Vincent