The Effect of Perceived Image and Customer Experience to the Customer Value, Trust and Behavior Intention at Star Hotel in Makassar

The objective of this research were to find out and analyzed the effect of perceived image and customer experience to the customer value, trust, and behavior intention at star hotel in Makassar. The approach of this research was quantitative approach. This type of research was survey. The population was all customers at star hotel in Makassar that have operated at least the last 3 years (2013 up to 2015). Sampling technique used this research was purposive sampling by using cross section technique and estimation of Maximum Likehood (ML) with 170 respondents. The data analysis is done with using Structural Equation Modeling (SEM). The result analysis shows that perceived image and customer experience gives positive effect and significance to the customer value, trust and behavior intention at star hotel in Makassar.