COMMUNICATION STRATEGY OF INAYA PUTRI HOTEL BALI REBRANDING INTO MERUSAKA NUSA DUA BALI TOWARDS CUSTOMER PURCHASE INTENTION

• Main Author: B J Franscies, Fhytho
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67052
• Institution: Institut Teknologi Bandung

Hospitality Industry, as people travel time to time they are always using the services of hotels and other business. Merusaka Nusa Dua Bali official website stated that, Merusaka, formerly known as INAYA Putri Bali, takes its name from Hinduism belief in Bali. On 8th April 2021, the hotel bid farewell to INAYA Putri Bali and welcome MERUSAKA as the hotel are officially transformed into this new concept that is birthed after extensive thought. Rebranding aims to create new values and perception by customers towards the brand, and rebranding can be said to be successful if customers have a good perception of quality. Aligned with that, brand equity will increase as the value of the brand increases, which will increase customer purchase intention. This research aims to determine the attributes that influence customer purchase intentions on Compass through brand equity. Therefore, to gain the best results, the researcher has determined several variables to support this research. Data collection is gathered by questionnaire, questionnaire items are based on theory and previous research and distributed through Google Forms. Data were gathered from 207 respondents and will be analyzed using the Partial Least Square Structural Equation Modeling (PLS-SEM) method. The results showed that almost all of the predetermined variables significantly influence customer purchase intentions through brand equity. However, brand awareness found to not significantly influence brand equity. In addition, even though the majority of respondents had awareness of Merusaka Nusa Dua Bali, it is not followed by a high number of customer purchase intentions. The brand must not only be concerned about the customer's awareness of the brand, but also has to pay attention to the customer's engagement with the brand. Keywords: Hospitality Industry, brand equity, purchase intention, rebranding, marketing communication strategy, brand awareness, brand image, perceived quality, PLS-SEM.