Dampak Fasilitas, Brand Image, Lokasi, dan Kepercayaan Pada Keputusan Konsumen Menginap di Hotel

Hariyanto, Bintang Nugraha Daniel and Indrawati, Lilik (2024) Dampak Fasilitas, Brand Image, Lokasi, dan Kepercayaan Pada Keputusan Konsumen Menginap di Hotel. Widya Manajemen, 6 (1). pp. 10-20. ISSN e 2655-9501

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Abstract

This research aims to determine the impact of facilities, brand image, location, and trust in consumer decisions to stay at hotels. The research method used is a quantitative approach. Data collection techniques use techniques purposive sampling with a population in the last month based on an occupancy rate of 326 guests, using the Slovin formula, a sample size of 180 is obtained. respondents. The criteria for respondents are guests who are currently staying or have stayed at least once and are aged more than or equal to 17 years. The results of data analysis show that all statement items for each variable in the questionnaire are declared valid and all variables are declared reliable. The Normality Test shows that the data used in the research is normally distributed. The results of the multicollinearity test show that there are no symptoms of multicollinearity between the independent variables in the regression model. The results of the heteroscedasticity test do not show symptoms of heteroscedasticity in the regression model. The results of the multiple linear regression equation obtained Y = 2.699 + 0.083 X1 + 0.212 X2 + 0.176 X3 + 0.224 X4. Adjusted R square value is 51.5%. The results of the t test data analysis show that the facilities (X1) in the decision to stay at a hotel (Y) have a t value count1.518 < t table1.97361 with a significance of 0.131 > 0.050, meaning that the facilities have no impact on the decision to stay at the Dafam Pacific Caesar Hotel Surabaya. Consumers assume that the Dafam Pacific Caesar Surabaya Hotel facilities are the same as other three-star hotels. Brand image (X2) in the decision to stay (Y) has a calculated t value of 3.535 > t table 1.97361 with a significance of 0.001 < 0.050, meaning that brand image has an impact on the decision to stay at a hotel. Location (X3) in the decision to stay (Y) has a calculated t value of 2.290 > t table 1.97361 with a significance of 0.023 < 0.050, meaning that location has an impact on the decision to stay at the hotel. Trust (X4) in the decision to stay (Y) has a calculated t value of 2.327 < t table 1.97361 with a significance of 0.21 > 0.050, meaning that trust has an impact on the decision to stay at the hotel.

Item Type:	Article
Uncontrolled Keywords:	Facilities; Brand Image; Location; Trust; Decision to Stay
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi > Prodi Manajemen
Depositing User:	Lilik Indrawati
Date Deposited:	08 Apr 2025 08:43
Last Modified:	10 Apr 2025 02:22
URI:	http://repositori.ukdc.ac.id/id/eprint/2319

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