RELATIONS OF BRAND IMAGE TOCUSTOMERS BUYING DECISIONON GRAND INNA MUARA HOTEL PADANG

Abstract

This study aims to describe the relations between brand image to customers buying decision room in hotel grand inna muara padang. This study is a descriptive correlational study. The study population as many as 1694 consists of guest during stay on grand inna muara hotel padang. The descriptive analysis of the results showed that brand image categorized excellent (56%) and categorized quite good (33%). The  descriptive analysis of the result results showed that customers buying decision categorized excellent (38%) and categorized quite good (26%). results of correlation pearson product moment showed have significant relation  between brand image and customers buying decision on grand inna muara hotel. Correlation coefficient 0,254 and significant level 0,014.

Keywords: brand image, customers buying decision.