Selling Comfort Amid Construction: The Role of Price in Shaping Consumer Purchase Intention at a Luxury Hotel

Abstract

This study aims to analyze the effect of price on consumer purchase intention for guestrooms located in an area affected by a construction project at TAK Hotel. A quantitative approach was employed involving 100 respondents selected using purposive sampling. Data were collected through a five-point Likert-scale questionnaire and analyzed using descriptive statistics and simple linear regression with SPSS version 27.0. The results indicate that consumers’ perceptions of price obtained a mean score of 3.98, categorized as good, while consumer purchase intention obtained a mean score of 4.03, also categorized as good. The price competitiveness dimension recorded the highest mean score of 4.36, while the explorative intention dimension obtained the highest score for purchase intention at 4.21. The regression analysis resulted in a coefficient of 0.769, with a t-value of 11.012 > t-table value of 1.985 and a significance level of 0.000 < 0.05. The R² value of 0.553 indicates that price explains 55.3% of the variation in consumer purchase intention, while the remaining 44.7% lies outside the research model. These findings indicate that a more positive perception of price is associated with higher consumer purchase intention toward guestrooms affected by the construction project. Although the adjusted rate of IDR 3,500,000 per night was perceived as competitive, price conformity with the benefits experienced during the stay received a relatively lower evaluation. Therefore, pricing strategies should be supported by improvements in the benefits and value perceived by consumers.