ANALISA PENGARUH FASILITAS, KUALITAS PELAYANAN DAN HARGA TERHADAP BRAND IMAGE ZURI RESORT BOGOR

This research aims to determine the extent of the influence of facilities, service quality, and price on the brand image of Villa Zuri Resort Bogor. The type of research is associative research using a quantitative descriptive method. The research data were obtained from the distribution of questionnaires to 112 guests who stayed from January 10 to 27, 2014, using the published rate when the guests checked out. The questionnaire data were analyzed using validity tests, reliability tests, correlation analysis, multiple regression analysis, and coefficient of determination tests. The research results show a positive and significant influence between the facility variable and the brand image variable of 0.854, or 85.4%. There is a positive and significant influence between the service quality variable and the brand image variable of 0.787, or 78.7%. There is a positive and significant influence between the price variable and the brand image variable of 0.851, or 85.1%. There is a considerable influence when the facility, service quality, and price variables are simultaneously combined into one and related to the influence of the brand image variable of 0.888, or 88.8%.