PENGARUH KUALITAS PELAYANAN, HARGA DAN LOKASI TERHADAP KEPUTUSAN MENGINAP DI HOTEL SAVANA MALANG

Abstract

This research is meant to find out and to analyze the influence of the service quality, price, location,
and promotion variables to the decision to stay in Savana Hotel Malang of the customers who have
ever visited and stayed at least twice and minimum 20 years old.The sample collection technique has
been carried out by using purposive sampling method which is the sample determination technique
with certain consideration. The data has been obtained by issuing questionnaires and the samples are
99 respondents. The multiple linear regressions analysis and hypothesis test which has been done by
using t test is to test the partial regressions coefficient and the model feasibility test in order to test the
significance influence simultaneously with the level of significance is 5%. The result of the analysis of
model feasibility test shows that simultaneously all variables have significant influence to the decision
to stay. The result of the analysis of the t test shows that partially all variables have significant
influence to the decision to stay. The location variable has dominant influence to the decision to stay in
Savana Hotel Malang.
Keywords: Service Quality, Price, Location and Decision to Stay