The  Influence of Price, Place, and Promotion on Guests' Repurchase Intention at Pangeran City Hotel

Muhammad Aidil Irsan; Azmen Kahar

doi:10.63076/jomm.v3i1.96

Authors

Muhammad Aidil Irsan Universitas Negeri Padang
Azmen Kahar Universitas Negeri Padang

DOI:

https://doi.org/10.63076/jomm.v3i1.96

Keywords:

Price, Place, Promotion, Repurchase Intention, Hotel Marketing

Abstract

This study aims to analyze the influence of price, place, and promotion on guests' repurchase intention at Pangeran City Hotel, Padang. The research was motivated by occupancy-rate fluctuations and guest complaints concerning the mismatch between room rates and facilities, limited parking availability, and underperforming promotional activities. A quantitative causal-associative design was employed. Data were collected through a structured questionnaire distributed to 100 respondents who had checked out from Pangeran City Hotel, selected using purposive sampling. The instrument was measured using a five-point Likert scale and tested for validity and reliability prior to data collection. Data were analyzed using multiple linear regression in IBM SPSS Statistics version 26 after fulfilling the classical assumption tests of normality, heteroscedasticity, and multicollinearity. The results show that price (β = 0.363; p = 0.011) and place (β = 0.422; p = 0.001) have positive and significant effects on repurchase intention, while promotion (β = 0.245; p = 0.119) has a positive but insignificant effect. Place is the most dominant predictor. Simultaneously, the three variables explain 63.3% of the variance in repurchase intention. The findings imply that hotel management should align room prices with delivered facilities, sustain location-based service advantages, and redesign promotional strategies to be more relevant and attractive to repeat guests.

References

R. Liu and S. Zhang, "Hotel competition and customer retention in emerging tourism markets: A systematic review," Int. J. Hosp. Manag., vol. 95, p. 102912, 2021, doi: 10.1016/j.ijhm.2021.102912.

P. Chatzoglou, D. Chatzoudes, A. Savvidou, T. Fotiadis, and P. Delias, "Factors affecting repurchase intentions in retail shopping: An empirical study," Heliyon, vol. 8, no. 9, e10619, 2022, doi: 10.1016/j.heliyon.2022.e10619.

P. K. Hellier, G. M. Geursen, R. A. Carr, and J. A. Rickard, "Customer repurchase intention: A general structural equation model," Eur. J. Mark., vol. 37, no. 11/12, pp. 1762–1800, 2003, doi: 10.1108/03090560310495456.

X. Chen, Y. Wang, X. Lyu, and J. Zhang, "The impact of hotel customer engagement and service evaluation on customer behavior intention: The mediating effect of brand trust," Front. Psychol., vol. 13, p. 852336, 2022, doi: 10.3389/fpsyg.2022.852336.

P. Kotler and G. Armstrong, Principles of Marketing, 17th ed. Harlow, U.K.: Pearson Education, 2018.

P. Kotler and K. L. Keller, Marketing Management, 15th ed. Boston, MA, USA: Pearson Education, 2016.

R. El Haddad, R. Hallak, and G. Assaker, "Price fairness perceptions and hotel customers' behavioral intentions," J. Vacat. Mark., vol. 21, no. 3, pp. 262–276, 2015, doi: 10.1177/1356766715573651.

J. Han and S. S. Hyun, "The roles of price fairness and quality in shaping customer satisfaction in the hospitality industry," Int. J. Hosp. Manag., vol. 87, p. 102498, 2020, doi: 10.1016/j.ijhm.2019.102498.

K. G. A. Sari and R. Fadilah, "The influence of product quality and price perception on repurchase intention at Favehotel Olo Padang," J. Multidimens. Manag. (JoMM), vol. 3, no. 1, pp. 391–398, 2026, doi: 10.63076/jomm.v3i1.88.

N. R. Susanto, A. Sukowidyanti, and R. Prasetya, "The effect of service quality and price on customer satisfaction and repurchase intention: A case study at a hotel in Surabaya," Quant. Econ. Manag. Stud., vol. 2, no. 5, pp. 288–297, 2021, doi: 10.35877/454RI.qems377.

C. Calvo-Porral and J. Lévy-Mangin, "Examining the influence of store environment in hedonic and utilitarian shopping," Adm. Sci., vol. 11, no. 1, art. 6, 2021, doi: 10.3390/admsci11010006.

V. Yuniar and Pasaribu, "The influence of location and ambient conditions on repurchase intention at Dendivila Coffee Saniangbaka Solok," J. Multidimens. Manag. (JoMM), vol. 2, no. 3, pp. 348–356, 2025, doi: 10.63076/jomm.v2i3.79.

J. Servilo, M. Sianipar, and M. Wijaya, "The impact of marketing mix variables upon the repurchase intention of customers in Mixue Tangerang City, Indonesia," J. Manag. Stud. Dev., vol. 3, no. 3, pp. 259–275, 2024, doi: 10.56741/jmsd.v3i03.677.

H. S. Listi and R. Surenda, "The influence of price and online promotions on guest loyalty at Aston Batam Hotel and Residence," J. Multidimens. Manag. (JoMM), vol. 2, no. 3, pp. 336–341, 2025, doi: 10.63076/jomm.v2i3.66.

Sugiyono, Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung, Indonesia: Alfabeta, 2019.

J. F. Hair, W. C. Black, B. J. Babin, and R. E. Anderson, Multivariate Data Analysis, 8th ed. Andover, U.K.: Cengage Learning, 2019.

I. Ghozali, Aplikasi Analisis Multivariate dengan Program IBM SPSS 25, 9th ed. Semarang, Indonesia: Universitas Diponegoro Press, 2018.

C. Baquero, "Exploring the relationship between customer experience, revisit intention, customer value and engagement in the hotel industry," Int. J. Tour. Res., vol. 27, no. 3, e70109, 2025, doi: 10.1002/jtr.70109.

M. Majeed, C. Asare, A. Fatawu, and A. Abubakari, "An analysis of the effects of customer satisfaction and engagement on social media on repurchase intention in the hospitality industry," Cogent Bus. Manag., vol. 9, no. 1, 2028331, 2022, doi: 10.1080/23311975.2022.2028331.

G. B. Ilyas, S. Rahmi, H. Tamsah, A. R. Munir, and A. H. P. K. Putra, "Reflective model of brand awareness on repurchase intention and customer satisfaction," J. Asian Finance Econ. Bus., vol. 7, no. 9, pp. 427–438, 2020, doi: 10.13106/jafeb.2020.vol7.no9.427.

S. Safhira and H. Suyuthie, "The effect of trust and service quality on customer satisfaction at Emersia Hotel & Resort Batusangkar," J. Multidimens. Manag. (JoMM), vol. 2, no. 3, pp. 258–264, 2025, doi: 10.63076/jomm.v2i3.53.

F. A. Sufli and H. Azwar, "The influence of e-service quality on customer engagement at Pangeran Beach Hotel," J. Multidimens. Manag. (JoMM), vol. 2, no. 3, pp. 342–347, 2025, doi: 10.63076/jomm.v2i3.67.