Analysis of Guest Brand Switching Behavior  at Kyriad Bumiminang Padang Hotel

Puji Intani; Nidia Wulansari

doi:10.63076/jomm.v1i2.17

Authors

Puji Intani Universitas Negeri Padang
Nidia Wulansari Universitas Negeri Padang

DOI:

https://doi.org/10.63076/jomm.v1i2.17

Keywords:

Brand Switching, Lifestyle, Customer Trust, Information Search, Promotion

Abstract

This study aims to determine what factors influence brand switching at Kyriad Bumiminang Hotel Padang. This research uses a type of quantitative descriptive research using survey methods. The sampling method in this study used purposive sampling. Purposive sampling is a sampling technique with certain considerations. The sampling criteria were those who had stayed at the Kyriad Bumiminang Padang Hotel and were over 17 years old. The sample used was the guests of the Kyriad Bumiminang Padang Hotel, totaling 93 people. In addition, the data obtained is described, then a description of the research results is carried out using the TCR technique

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