The role of branding in enhancing consumer purchase intention in hotel industry

Adnan, Azmira Shuhada (2018) The role of branding in enhancing consumer purchase intention in hotel industry. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Customers are becoming increasingly important in the lives of most organizations as competition increases. Hence, many companies begin to determine the important role of branding in enhance customer purchase intention. Customer purchase intention is the willingness of a customer to buy a certain product or a certain service is known as purchase intention. Purchase intention is a dependent variable that depends on several external and internal factors which is the cue that triggers a buyer towards considering a product or a brand to be included in their consideration set. Branding and consumer purchase intention are important especially for hotel industry because in business for services people will judge the performance based on the number of people use, talk and aware of it. In hotel industry service there are consists of economy, ecology and social. Several studies conducted over the years have proven that there is a direct connection between corporate reputation and customer purchase intention and least conducted based on hotel industry. In addition, substantial researches have been conducted on the role of brand loyalty, brand awareness, perceived quality and brand image yet concepts and definitions of element or brand vary from one another. For that reason this study is investigated on the role of branding in enhancing consumer purchase intention in hotel industry. Quantitative methods are utilized by distributing survey questionnaire to 150 respondents to examine customer purchase intention in hotel industry at Port Dickson, Negeri Sembilan. The researcher found that all there are four variable role of branding that have relationship in enhancing consumer purchase intention in hotel industry which is brand loyalty, brand awareness, perceived quality and brand image. The value of significant which is 0.000 and that was less than 0.05 (p<0.005). In conclusion, brand loyalty, brand awareness, perceived quality and brand image have given impact toward enhancing consumer purchase intention in hotel industry.

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