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All Journal Jurnal Ilmiah Edunomika (JIE)
Basilius Agung Eka Saputra Assa
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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PENGARUH HARGA DAN BRAND IMAGE TERHADAP MINAT MENGINAP DI BOBOCABIN Christabella Eilin Setyawan; Basilius Agung Eka Saputra Assa; Nabila Salsabila Samodro; Hendra
JURNAL ILMIAH EDUNOMIKA Vol. 9 No. 3 (2025): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v9i3.18146

Abstract

This research aims to determine the influence of price and brand image on consumer interest in staying at Bobocabin. The study uses a quantitative approach with data collected through structured questionnaires from respondents aged 17–50 years. The results of multiple linear regression analysis show that both price and brand image have a positive and significant effect on the intention to stay at Bobocabin. The coefficient of determination (R²) is 0.808, indicating that 80.8% of the variation in stay intention can be explained by price and brand image. These findings suggest that competitive pricing and a strong brand image are key factors in attracting consumer interest. Keywords : Price, Brand Image, Interest in staying, Bobocabin
Co-Authors Christabella Eilin Setyawan Hendra Nabila Salsabila Samodro