Influence of Digital Service Quality and Brand Image on Stay Decisions Through Consumer Satisfaction of Chain Hotels in Gorontalo City

Rahmad Hidayat Latif; Basri  Modding; Sudarsono Sudarsono

doi:10.63922/ijebir.v5i05.6163

Rahmad Hidayat Latif Universitas Bina Mandiri Gorontalo
Basri Modding Universitas Bina Mandiri Gorontalo
Sudarsono Sudarsono Universitas Bina Mandiri Gorontalo

DOI: https://doi.org/10.63922/ijebir.v5i05.6163

Keywords: E-Service Quality, Brand Image, Customer Satisfaction, Staying Decision, Chain Hotel

Abstract

This study aims to analyze and examine the effect of e-service quality and brand image on staying decisions, both directly and through customer satisfaction as a mediating variable, at chain hotels in Gorontalo City. This research employed an explanatory quantitative approach (causal research), with data collected through a 5-point Likert-scale questionnaire distributed to 160 respondents selected using a stratified purposive sampling technique (proportional quota) from guests who had stayed and interacted with digital service platforms at four major chain hotels in Gorontalo City (ASTON, FOX, Amaris, and Yulia Hotel) within the past year. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software, encompassing outer model evaluation, inner model evaluation, and hypothesis testing of direct and indirect effects through bootstrapping. The results of the study prove that digital service quality has a positive and significant effect on customer satisfaction, and brand image has a positive and significant effect on customer satisfaction. In contrast, digital service quality has a positive but not significant direct effect on staying decisions. Meanwhile, brand image has a positive and significant direct effect on staying decisions, and customer satisfaction also has a positive and significant effect on staying decisions. Furthermore, customer satisfaction is proven to significantly mediate the effect of digital service quality on staying decisions (full mediation), as well as mediating the effect of brand image on staying decisions (partial mediation) at chain hotels in Gorontalo City.

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