The Impact of Brand Image on Guest Stay Decision at The Ritz-Carlton Melbourne

https://doi.org/10.36441/jamr.v5i2.3187

Authors

  • Dewa Bagus Dimas Yoga Erlangga Bali Tourism Polytechnic
  • Ni Made Suastini
  • Ni Wayan Chintia Pinaria

Keywords:

brand image, Purchasing Decision

Abstract

This study aims to identify and analyze the influence of brand image on guests' decisions to stay at The Ritz-Carlton Melbourne. The sample consisted of guests who had previously stayed at The Ritz-Carlton Melbourne. A quantitative approach was employed. using classical assumption tests and simple linear regression for data analysis. The results of the data analysis indicate that the Brand image variable has a significant effect on the Decision to Stay, as demonstrated by a t-value greater than the critical t-table value 11,204 > 1,657. Brand image has a positive impact on the Decision to Stay, with a beta value of 0.665. This means that an increase in Brand image will lead to an increase in guests’ decisions to stay. Brand image contributes 55,7% to the decision-making process regarding a guest's stay, which is considered a moderate category, while the remaining 44,3% is attributed to other factors not explored in this study.

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Published

2025-12-21

Issue

Vol. 5 No. 2 (2025)

Section

Articles
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