PENGARUH KUALITAS PELAYANAN, HARGA, DAN LOKASI TERHADAP KEPUTUSAN MENGINAP DI HOTEL MAUMU SURABAYA

Abstract

This research aims to determine and analyze the influence of variables from Service Quality, Price, and Location to the decision to stay at Hotel Maumu Surabaya. The population used is consumers who stay at Hotel Maumu Surabaya which is located on Jl Walikota Mustajab No. 29-31 Ketabang, Surabaya - East Java. The data used in this research is primary data. Sampling technique in this research using accidental sampling, research sample amounted to 99 people. Sampling is done in the period of December 2017. The analysis technique used is to use multiple linear regression. The results of tests conducted indicate that each variable Quality Service, Price, and Location have a significant and positive influence on the Decision of Stay at Hotel Maumu Surabaya. The test also shows that Service Quality variables have a dominant influence over the stay decisions that are indicated on the statistic value beta in the largest t test among other variables. This condition shows the better the services provided, the applied pricing strategy, and strategic location selection will increase the decision of people to stay at Hotel Maumu Surabaya.
Keywords: quality of service, price, location, and stay decisions