Optimalisasi Brand Image Melalui Kualitas Pelayanan dan Electronic Word of Mouth pada Hotel Aston Inn Batu

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Published: May 2, 2025
DOI: https://doi.org/10.56799/ekoma.v4i4.8740
Keywords:
Citra Merek, Kualitas Pelayanan, e-WoM

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Farida Akbarina
Politeknik Negeri Malang, Indonesia
Rizqi
Politeknik Negeri Malang, Indonesia
Shohibm
Politeknik Negeri Malang, Indonesia

Abstract

Aston Inn adalah salah satu hotel di Kota Batu, dan karena banyaknya pilihan wisata yang ada di sana, persaingan perhotelan sangat sengit. Hotel Astonn Inn harus memiliki reputasi yang baik untuk menjadi penginapan yang disukai. Penelitian eksplanatory ini melibatkan 130 responden. Tujuan penelitian ini adalah untuk menentukan bagaimana persepsi merek di industri jasa dipengaruhi oleh promosi elektronik dan kualitas pelayanan yang luar biasa. Pelanggan yang pernah menginap di Hotel Aston Inn Batu adalah responden penelitian ini. Setelah data dikumpulkan melalui kuisioner online, analisis regresi berganda dilakukan menggunakan program IBM SPSS Statistic 24 For Windows. Hasil penelitian menunjukkan bahwa kualitas pelayanan berpengaruh terhadap persepsi merek. Selain itu, electronic word of mouth juga berpengaruh terhadap persepsi merek

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How to Cite
Akbarina, F., Khoirunnisa, R., & Muslim, S. (2025). Optimalisasi Brand Image Melalui Kualitas Pelayanan dan Electronic Word of Mouth pada Hotel Aston Inn Batu. EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi, 4(4), 6396–9404. https://doi.org/10.56799/ekoma.v4i4.8740
Issue
Vol. 4 No. 4: Mei 2025
Section
Articles
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