Influence of Brand Equity Towards Perceived Value in 5 Star Hotel at Jakarta

DOI

10.2991/ictgtd-16.2017.46How to use a DOI?

Keywords

Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty, Brand Equity.

Abstract

The purpose of this study was to examine hotel's brand equity by measuring Aakers four dimensions including brand loyalty, perceived quality, brand awareness and brand association, and to investigate the relationships brand equity and customer perceived value. This research is using quantitative data and using data primer and seconder for this research. The primary data collected from observations, interview and using questionnaire which filled by respondents. The survey was conducted from March – May 2016, with 120 respondents who already stay minimum one time before this stay to measure customer perceived value. The finding of this study showed that the brand equity that has a variable brand awareness, brand association, perceived quality and brand loyalty simultaneously and partially significant effect on Perceived Value guests at 5 star hotels in Jakarta. The most dominant variable towards Perceived Value in this research is the Brand Association.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Regina Dewi Hanifah
AU  - Agustinus Sri Wahyudi
AU  - Nurbaeti Nurbaeti
PY  - 2016/11
DA  - 2016/11
TI  - Influence of Brand Equity Towards Perceived Value in 5 Star Hotel at Jakarta
BT  - Proceedings of the International Conference on Tourism, Gastronomy, and Tourist Destination (ICTGTD 2016)
PB  - Atlantis Press
SP  - 235
EP  - 241
SN  - 2352-5428
UR  - https://doi.org/10.2991/ictgtd-16.2017.46
DO  - 10.2991/ictgtd-16.2017.46
ID  - DewiHanifah2016/11
ER  -