The influence of price on the decision to stay through brand image at 4 star hotels in Madiun: A literature review

Andhy Widodo Halim and Christina Esti Susanti
Additional contact information
Andhy Widodo Halim: Faculty of Business, Widya Mandala Surabaya Catholic University
Christina Esti Susanti: Faculty of Business, Widya Mandala Surabaya Catholic University

Technium Sustainability, 2025, vol. 9, 152-164

Abstract: This study aims to analyze the influence of price on decision to stay through brand image at Mercure Hotel Madiun. The research focuses on four main relationships: the effect of price on brand image, price on decision to stay, brand image on decision to stay, and the indirect effect of price on decision to stay through brand image. A quantitative approach was applied using Structural Equation Modeling (SEM) as the data analysis technique. A total of 200 respondents were selected as the sample. The findings reveal that price has a positive and significant effect on both brand image and decision to stay. Furthermore, brand image significantly affects the decision to stay. These results indicate that a favorable price perception can build a strong brand image, which in turn enhances customers' intention to return.

Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://techniumscience.com/index.php/sustainability/article/view/12982 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:tec:sustai:ojs:12982

DOI: 10.47577/sustainability.v9i.12982

Access Statistics for this article

Technium Sustainability is currently edited by Tasente Tanase

More articles in Technium Sustainability from Technium Science
Bibliographic data for series maintained by Tasente Tanase ( this e-mail address is bad, please contact ).