PENGARUH COSTUMER PERCEIVED VALUA TERHADAP REPURCHASE INTETION DIHOTEL PANGERAN CITY

Abstract

This study aims to examine the effect of Customer Perceived Value on Repurchase Intention among guests of Pangeran City Hotel Padang. The research was motivated by fluctuations in the number of repeat guests and customer reviews indicating that some guests perceived the value received during their stay as not fully meeting their expectations. A quantitative approach employing a causal associative research design was adopted in this study. The population consisted of guests who had previously stayed at Pangeran City Hotel Padang, while 97 respondents were selected using purposive sampling. Data were collected through a structured questionnaire using a five-point Likert scale. The research instrument was confirmed to be valid and reliable before data collection. The data were analyzed using descriptive statistics, assumption tests, simple linear regression analysis, hypothesis testing (t-test), and the coefficient of determination (R²) with IBM SPSS Statistics Version 25.

The findings indicate that Customer Perceived Value was classified as very high, with an average score of 4.38 (87.6%), while Repurchase Intention was also categorized as very high, with an average score of 4.33 (86.6%). The results of the simple linear regression analysis demonstrate that Customer Perceived Value has a positive and statistically significant effect on Repurchase Intention among guests of Pangeran City Hotel Padang. Furthermore, the coefficient of determination (R² = 0.659) indicates that Customer Perceived Value explains 65.9% of the variation in Repurchase Intention, whereas the remaining 34.1% is influenced by other variables beyond the scope of this study. These findings suggest that higher customer perceptions of value regarding service quality, hotel facilities, comfort, safety, and overall benefits received during their stay significantly increase their intention to revisit Pangeran City Hotel Padang