THE IMPORTANCE OF BRAND EXPERIENCE ON A BOUTIQUE HOTEL: AN EVIDENCE FROM PURI ASRI HOTEL MAGELANG

Abstract

The purpose of this study is to examine the importance of brand experience in creating brand image, perceived value, and brand loyalty at boutique hotel. Since boutique hotels focus on the experiential nature of service delivery, the study of brand experience in boutique hotel is very inevitable. Then, Puri Asri Hotel which located in Magelang city is chosen as the object of the study. The samples in this research are the guests who ever experienced staying at Puri Asri Hotel. The sampling technique is convenience sampling with 150 respondents. This study used Partial Linear Square (PLS) analysis technique to analyze the data.

The finding of this study revealed that brand experience has a significant effect on brand image and perceived value, but has no significant effect on brand loyalty. Meanwhile, brand image has a significant effect to perceived value and brand loyalty. Then, perceived value has a significant effect on brand loyalty.

Keywords: Brand Experience, Brand Image, Perceived Value, Brand Loyalty, Boutique Hotel.