The Influence of Room Prices on Millennials' Purchase Intention at the Intercontinental Bali Sanur Resort

The decline in website visits, room occupancy rates, and the proportion of millennial guests at the InterContinental Bali Sanur Resort highlights the need to examine factors associated with purchase intention. This study aims to analyze the relationship between price perception and millennials’ purchase intention at the resort. A quantitative survey was conducted involving 100 millennial respondents born between 1981 and 1996 who had accessed information about the resort through Google and had never stayed there. Data were collected through questionnaires and documentation and analyzed using validity and reliability tests, classical assumption tests, simple linear regression, hypothesis testing, and the coefficient of determination. The results indicate that price perception is positively and significantly associated with purchase intention, with an unstandardized regression coefficient of 0.725, a t-value of 11.298, and a significance level of p < 0.001. The coefficient of determination (R²) of 0.566 indicates that the regression model explains 56.6% of the variation in purchase intention. These findings suggest that favorable perceptions of affordability, price competitiveness, and price suitability relative to benefits and service quality are associated with higher purchase intention among the respondents. Therefore, the resort should maintain competitive pricing and communicate the value of its products and services more effectively to prospective millennial customers.