FACTORS AFFECTING CUSTOMER’S PURCHASE INTENTION OF HOTEL DURING COVID-19 PANDEMIC IN GREATER JAKARTA

Abstract

Purpose – The purpose of this study is to identify factors influencing customer purchase intention of hotel in Greater Jakarta based on brand image, trust, price, healthy consciousness, safety facilities, mediated by perceived value. Design/methodology/approach – This study used a quantitative method that applied Structural Equation Modelling (SEM). The primary data was collected from 201 respondents. In this study, the populations are people who had purchased a hotel room in Greater Jakarta during covid-19 pandemic situation. The analysis used confirmatory factor analysis (CFA) to confirm the attributes of each factor and to assess the validity and reliability, average variance extracted and good fit model. Findings – The result shows that perceived value affected by trust, price, healthy consciousness, safety facilities and perceived quality. However, it was found that brand image did not influence on perceived value. The results also found that perceived value plays a significant role in customer’s hotel purchase intention during pandemic covid-19. Originality/value – The study interprets variables of trust, perceived price, healthy consciousness, safety facilities, mediated by perceived value define as factors that have significant influences towards customer’s hotel purchase intention in Greater Jakarta.