Brand Image and Membership on Direct Booking Intention through Perceived Value in Resort Hotels

I Gde Rangga Aditya Wardhana; I Putu Utama; I Ketut Kanten

doi:10.55681/jige.v7i4.7223

Authors

I Gde Rangga Aditya Wardhana Politeknik Pariwisata Bali
I Putu Utama Politeknik Pariwisata Bali
I Ketut Kanten Politeknik Pariwisata Bali

DOI:

https://doi.org/10.55681/jige.v7i4.7223

Keywords:

Brand Image, Membership, Perceived Value, Direct Booking Intention

Abstract

This study examines the effects of brand image and membership on direct booking intention, with perceived value as a mediating variable at Jayakarta Hotels & Resorts. A quantitative approach was applied to 180 respondents across three Jayakarta properties, using purposive and proportionate stratified sampling and analyzed through SEM-PLS with SmartPLS 4. The results indicate that brand image has no significant direct effect on direct booking intention, while membership has a positive and significant effect. Both brand image and membership significantly influence perceived value, which subsequently affects direct booking intention. Perceived value fully mediates the effect of brand image and partially mediates the effect of membership. These findings highlight the importance of translating brand strength and membership benefits into perceived customer value to encourage direct bookings and reduce hotel dependence on Online Travel Agents (OTAs).

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