ABSTRACT
With increasing competition between hotels in Jakarta, Horison Hotel Ciledug pays attention to customer purchase intention to maintain their room occupancy. This study examines the factors that influence the purchase intention of customers. This study aims to find out the impact of independent variables (Service Quality, Pricing, and Brand Image) on the dependent variable (Purchase Intention). A hundred responses gathered from questionnaires were used for data collection and Regression Analysis was used to analyze the data. The result of the study shows that Service Quality, Pricing, and Brand Image have a significant relationship with Purchase Intention.
