PENGARUH LOKASI, HARGA DAN FASILITAS TERHADAP KEPUTUSAN MENGINAP DI HOTEL KHAS SURABAYA

Abstract

This research examines and analyze the effect of location, price, and facilities on the decision to stay at Hotel Khas Surabaya. The method used is quantitative with a survey approach through a questionnaire. Primary data were collected from 98 respondents who were consumers aged at least 20 years and had stayed at the hotel. The sampling technique used probability sampling. Data analysis was carried out through instrument testing, multiple linear regression, classical assumption testing, model feasibility testing, and hypothesis testing (t-test), with the help of the SPSS program. The results of the study indicate that location has a positive and significant influence on the decision to stay. This means that the more strategic the location of the hotel, the higher the likelihood of consumers choosing to stay. Price also has a positive and significant effect; the more appropriate the price is with the quality of service, the greater the chance of consumers choosing the hotel. Facilities have also been shown to have a positive and significant effect on the decision to stay, which shows that the completeness and quality of facilities play an important role in increasing consumer interest. These findings provide practical impacts for hotel management in increasing energy savings through location optimization, price adjustments, and providing adequate facilities.