<![CDATA[This study examines the effects of brand image and membership on direct booking intention, with perceived value as a mediating variable at Jayakarta Hotels & Resorts. A quantitative approach was applied to 180 respondents across three Jayakarta properties, using purposive and proportionate stratified sampling and analyzed through SEM-PLS with SmartPLS 4. The results indicate that brand image has no significant direct effect on direct booking intention, while membership has a positive and significant effect. Both brand image and membership significantly influence perceived value, which subsequently affects direct booking intention. Perceived value fully mediates the effect of brand image and partially mediates the effect of membership. These findings highlight the importance of translating brand strength and membership benefits into perceived customer value to encourage direct bookings and reduce hotel dependence on Online Travel Agents (OTAs).]]>
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