Determinan Revisit Intention Budget Hotel: Peran Location, Price, Services, dan Customer Satisfaction
DOI:
https://doi.org/10.55606/jimas.v5i3.2832Keywords:
Hotel Services, Location, Price, Revisit Intention, SatisfactionAbstract
The disparity in room occupancy between star-rated and non-star hotels in Yogyakarta underscores the need to identify factors that encourage customers to return to budget accommodation. This study investigates the factors shaping Revisit Intention among guests of non-star hotels, with particular emphasis on the influence of Hotel Services, Location, Price, and Satisfaction. The research adopted a quantitative design, with data obtained from 282 guests of budget hotels who were selected using a purposive random sampling technique. Data analysis was conducted using the Partial Least Squares approach to Structural Equation Modeling (PLS-SEM). The results support all proposed hypotheses. Hotel Services and Location have positive with significant effects on Revisit Intention, while Price positively and significantly influences Satisfaction. Satisfaction also has a positive and significant effect on Revisit Intention and significantly mediates the relationship between Price and Revisit Intention. These findings confirm that Hotel Services, Location, Price, and Satisfaction are key determinants of customers’ intention to revisit non-star hotels. The study contributes to hospitality marketing literature by explaining revisit behavior in the budget hotel sector. Managerially, hotel operators should improve service quality, facility comfort, Locational advantages, and pricing fairness to strengthen customer retention.
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