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Contact Name
Bangun Putra Prasetya
Contact Email
phinisi.irsc@gmail.com
Phone
+6285743899377
Journal Mail Official
phinisi.irsc@gmail.com
Editorial Address
Arjuna 6B St., Wirobrajan, Special Region of Yogyakarta 55252, Indonesia
Location
Kota yogyakarta,
Daerah istimewa yogyakarta
INDONESIA
PHINISI
ISSN : -     EISSN : 30264111     DOI : 10.64282
Core Subject : Social,
PHINISI Journal is a peer-reviewed scientific international journal dedicated to publishing high-quality research articles in the field of management. The journal serves as a platform for academics, researchers, and practitioners to share their latest findings, theoretical developments, and best practices in various aspects of management science. With a strong commitment to advancing knowledge, Phinisi Journal welcomes original research papers, case studies, and literature reviews that contribute to the development of management theories and applications. Published by the Indonesia Research and Study Center, PHINISI Journal upholds rigorous academic standards by implementing a double-blind peer-review process. This ensures that all published articles meet high scholarly and ethical standards. The journal covers a wide range of management topics, including strategic management, human resource management, financial management, marketing, operations management, and organizational behavior. PHINISI Journal is published three times a year, in January, May, and September. By maintaining a regular publication schedule, the journal aims to provide a consistent and reliable source of the latest research findings in management. Researchers and practitioners are encouraged to submit their manuscripts to contribute to the growing body of knowledge in this field.
Articles 31 Documents
Positioning and differentiation strategies as drivers of revisit intention and room occupancy rate: the moderating role of sharia hotel branding Agung Tri Haryanto; Asmarani Februandari; Hermawan Prasetyanto
PHINISI Vol.3, No.3 (2026): September 2026
Publisher : Indonesia Research and Study Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64282/phi.v3i3.130

Abstract

The growing competition among four-star hotels has encouraged operators to optimize marketing strategies to sustain room occupancy rates. Previous studies have reported inconsistent findings on the effects of positioning and differentiation strategies on revisit intention, while the role of Sharia hotel branding as a boundary condition of these relationships remains underexplored. This study examines the effects of positioning and differentiation strategies on revisit intention, their impact on room occupancy rates, and the extent to which Sharia hotel branding strengthens these relationships in a four-star Sharia hotel in Yogyakarta. A quantitative explanatory approach was employed using purposive sampling of 200 former hotel guests. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression, t-tests, and F-tests in SPSS. The results show that positioning and differentiation strategies positively and significantly influence revisit intention and jointly improve room occupancy rates. Sharia hotel branding made the strongest contribution to both regression models, providing indicative support for its hypothesized role as a trust amplifier that strengthens these relationships. Because the present analysis did not include interaction terms, this moderating role is treated as a preliminary, theory-supported interpretation rather than a statistically confirmed moderation effect; a formal Moderated Regression Analysis with interaction terms and ΔR² comparison is recommended to confirm it. This study nonetheless contributes to the development of moderation models in Sharia hospitality marketing by providing a theoretical and empirical foundation for future confirmatory testing.

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