Perception of Marketing Communication Strategy, Pricing and Customer Satisfaction Towards Hotel Anggraeni Branding Strategy

Abstract

This study focuses on evaluating how marketing communication strategies, pricing decisions, and customer satisfaction contribute to shaping the branding strategy of Hotel Anggraeni. The study adopts a quantitative methodology with a nonprobability sampling technique, and data collection is conducted through questionnaire distribution to residents of Tegal City. The regression analysis reveals that marketing communication strategies, pricing, and customer satisfaction significantly and positively affect the branding strategy, either partially or simultaneously. Overall, these independent variables explain 53.6% of the variance in the branding strategy. This finding confirms that the implementation of effective marketing communications, competitive pricing, and the strength of Hotel Anggraeni’s brand image is substantially influenced by the level of customer satisfaction.