PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN MENGINAP TAMU MELALUI ONLINE TRAVEL AGENT DI PASAR BARU SQUARE HOTEL BANDUNG

Abstract

The development of the hospitality industry is closely linked to the rapid growth of tourism and digital technology. The emergence of Online Travel Agents (OTA) has significantly changed consumer behavior in booking hotel rooms, as customers can easily compare prices, facilities, ratings, and reviews before making a reservation. In this digital environment, brand image becomes an important factor that influences consumers in selecting accommodation. A strong and positive brand image can increase customer trust and encourage booking decisions through OTA platforms. This study aims to analyze the influence of brand image on guests’ decisions to stay through Online Travel Agents at Pasar Baru Square Hotel Bandung. The research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to hotel guests who made reservations via OTA platforms. The collected data were analyzed using validity and reliability tests, Spearman rank correlation analysis, simple linear regression analysis, hypothesis testing, and coefficient of determination analysis. The results indicate that brand image has a positive and significant effect on guests’ decisions to stay at Pasar Baru Square Hotel Bandung. A favorable brand image reflected through online ratings, reviews, and overall digital reputation increases consumer confidence and encourages booking decisions through OTA platforms. These findings highlight the importance of strengthening digital marketing strategies and managing online reputation in order to maintain a positive brand image and improve hotel occupancy in the increasingly competitive digital marketplace.