Pengaruh Brand Trust Terhadap Keputusan Tamu Menginap di UNP Hotel & Convention

Abstract

The objective of this study was to examine the level of brand trust, the level of guests’ stay decisions, and the effect of brand trust on guests’ decisions to stay at UNP Hotel & Convention. This research employed a quantitative approach with a causal-associative design. The population consisted of all guests staying at UNP Hotel & Convention, and 94 respondents were selected as the sample using a purposive sampling technique. Data were collected through questionnaires and analyzed using validity and reliability tests, prerequisite assumption tests, simple linear regression analysis, t-test, F-test, and coefficient of determination.

The findings revealed that the brand trust variable was categorized as good, with a respondent achievement level of 83.72%. Similarly, the guests’ stay decision variable was also classified as good, achieving a score of 83.9%. The regression analysis demonstrated that brand trust has a positive and statistically significant influence on guests’ stay decisions, as indicated by a significance value of 0.000 (p < 0.05). Furthermore, the R-square value of 0.768 shows that brand trust accounts for 76.8% of the variance in guests’ stay decisions.

Based on these results, it can be concluded that brand trust plays a crucial role in influencing guests’ decisions to stay at UNP Hotel & Convention. Therefore, hotel management is encouraged to consistently maintain service quality, enhance service reliability, and strengthen the hotel’s brand image in order to increase customer trust and loyalty.

The novelty of this study lies in the selection of the research object, namely a hotel managed by a public higher education institution, UNP Hotel & Convention. In this context, brand trust is shaped not only by service quality and hotel facilities, but also by the reputation and credibility of the parent institution. In addition, this study incorporates empirical data in the form of actual guest statistics and digital customer feedback from Google Reviews to support the analysis of the relationship between brand trust and guests’ stay decisions.