PENGARUH SUASANA LINGKUNGAN (ATMOSPHERE), HARGA (PRICE) TERHADAP KESETIAAN MEREK (BRAND LOYALTY) MELALUI EKUITAS MEREK (BRAND EQUITY) DI ARTOTEL HOTEL CHAIN
Abstract
Abstract
This study examines the influence of atmosphere and price on brand loyalty through brand equity in
the Artotel Hotel Chain, focusing on Artotel Mangkuluhur Jakarta and Artotel Suites Bianti
Yogyakarta. The research aims to analyze how atmosphere and price affect brand equity and,
subsequently, brand loyalty. A quantitative approach was employed, utilizing a survey method with
questionnaires distributed to 400 respondents who had stayed at these hotels. Data analysis was
conducted using Structural Equation Modeling-Partial Least Square (SEM-PLS). The results indicate
that both atmosphere and price significantly and positively impact brand equity, which in turn enhances
brand loyalty. Specifically, a well-designed hotel atmosphere and competitive pricing strategy
strengthen brand equity, leading to greater customer loyalty. The study highlights the importance of
improving interior design, facilities, and service quality, alongside adopting transparent pricing
strategies, to foster customer commitment. These findings provide valuable insights for the hospitality
industry in managing key factors that drive brand competitiveness and loyalty.
Keywords: Atmosphere, Price, Brand Equity, Brand Loyalty, Artotel Group
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