The Influence Of Brand Image And Facilities On The Decision To Stay At A Sharia Hotel (Case Study Of Hotel Sofyan Cut Meutia Jakarta)

Abstract

Following the resurgence of the tourism industry and the projection that world Muslim tourist arrivals will continue to increase after the Covid-19 pandemic, the presence and the brand image of sharia hotels as part of tourism industry should developed also. Brand image and facilities are among the factors that influence guests on decision to stay in a hotel. As the first sharia hotel certified by the MUI National Sharia Council, the brand image should be strong enough and can be a reason for guests to come. This study aims to determine how much the brand image and facilities have influence on the decision to stay at Hotel Sofyan Cut Meutia.. This study uses a quantitative approach by distributing questionnaires to 100 respondents. The results showed that the effect of brand image and facilities on the decision to stay was 4.7%.  In fact, form this study, there is no influence between the brand image on the decision to stay. On the other hand, there is an influence between the facilities on the decision to stay. Simultaneously the brand image and facilities variables have a positive and significant effect on the Hotel Sofyan Cut Meutia Jakarta. Although Hotel Sofyan Cut Meutia has a good image by the surrounding community, it turns out that not all visitors who choose Hotel Sofyan Cut Meutia have recognized its brand image as sharia hotel.