PENGARUH BRAND IMAGE, PRICE, DAN PHYSICAL EVIDENCE TERHADAP MINAT MENGINAP DI HOTEL SHANGRI-LA SURABAYA

Abstract

This study aims to examine the effect of Brand Image, Price, and Physical Evidence on Interest in Staying at the Shangri-La Hotel, Surabaya. This study used a quantitative approach, using non-probability sampling techniques with a sample selection method using purposive sampling. The results of this study are that Brand Image has a positive effect but not significant on Stay Interests, Price has a positive and significant effect on Stay Interests, and Physical Evidence has a positive and significant effect on Stay Interests.