PENGARUH HARGA, LOKASI, PROMOSI DAN LAYANAN TERHADAP KEPUTUSAN MENGINAP DI HOTEL THE ALANA SURABAYA

Abstract

The rapid development of hospitality industry in Surabaya has made the competition among hospitality
companies more competitive, in which each company is competing to attract customers through some offers
which are more excellent than their competitors and to retain customers.The purpose of this research is to find
out the influence of price, place, promotion and service to the decision to stay in The Alana Hotel Surabaya. The
population is the customer who stayed at The Alana Hotel Surabaya. Data is the primary data (obtained from the
questionnaires). The sampling technique has been conducted by using accidental sampling, the samples are 100.
The analysis technique has been carried out by using multiple linear regressions. The result of the examination
shows that price, place, promotion and service has significant and positive influence to the consumer decision to
stay in The Alana Hotel Surabaya. This condition indicates that when the pricing strategy that has been
implemented is getting better, the place of the hotel, the promotional rate that has been done and the services
that
has been provided by the hotel will increase consumer decision to stay in the hotel.

Keywords : Price, location, promotion, service and the decision to stay