Sharia Hospitality in Bandung

How Consumer Perception Shapes Visit Intention

Abstract

This research is motivated by the continued growth of Indonesian tourism, with the hotel sector as its main pillar. Demand for sharia investment will increase along with the growth of the Muslim population in Indonesia. The purpose of this study is to determine whether there is an influence of price perception, brand perception, and perceived value on the intention to visit sharia hotels in Bandung. The method used in this study is a quantitative research method with a descriptive and verification analysis approach to test the truth of a hypothesis test to determine a significant relationship. Data were collected by distributing research instruments to predetermined respondents and interviews. Respondents used in this study were 186 respondents with the criteria of consumers who have used sharia hotel services in Bandung. The sampling technique used was purposive sampling. In testing the classical assumptions, the research data were normally distributed and there was no heteroscedasticity or multicollinearity. The results showed that price perception had a partial effect on visit intention, followed by brand perception, and then the value perception. Simultaneous calculations revealed that price perception, brand perception, and value perception affected visit intention at Sharia hotels in Bandung.