Purchase Decisions for Event Packages at Hotel Candi Indah Semarang
DOI:
https://doi.org/10.31098/issues.v5i2.3606Abstract
One of the hotels in Semarang City that provides event package services is Hotel Candi Indah Semarang. This research was motivated by the phenomenon of fluctuating event package sales at the hotel, particularly a significant decline in March 2025, which fell 58% below the target. Three key factors were examined as potential influences on consumer buying behavior: price sensitivity, brand awareness, and perceived service quality, along with their impact on purchase decisions for event packages. Data were collected through literature review, observation, and the distribution of questionnaires using a Likert scale to 80 participants who had previously utilized the hotel’s event package services. The sampling technique combined purposive sampling, by intentionally selecting respondents who had purchased event packages for at least 30 participants, and incidental sampling, by approaching respondents who met the research criteria by chance. Data were analyzed using IBM SPSS version 26 with multiple linear regression. The findings revealed that price sensitivity, brand awareness, and perceived quality each had a significant effect on purchase decisions, both partially and simultaneously. Practically, the results of this study can assist Hotel Candi Indah Semarang’s management in developing more effective marketing strategies, particularly to increase event package sales by focusing on pricing strategies, service quality improvement, and strengthening brand awareness. Theoretically, this study enriches Expectancy Value Theory by demonstrating that price sensitivity, brand awareness, and perceived quality are significant determinants of purchase decisions in the hospitality industry.
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Copyright (c) 2025 Nur Khasanah, Dody Setyadi, Taviyastuti
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