Analisis Pengaruh Kinerja Layanan, Harga, Lokasi, Dan Promosi Terhadap Keputusan Menginap Pada Hotel Dangau Singkawang

Abstract

This research aims to find how service performance, price, location, and promotion influence the decision to stay at Hotel Dangau Singkawang. The research method used is descriptive method. In this study, two types of data were used, namely primary data collected through questionnaires, and secondary data derived from various sources such as books, theories, magazines, and so on. Data collection was carried out through observation and distributing questionnaires to a population of 5,181 visitors to Dangau Singkawang Hotel. A total of 100 respondents were selected as samples using purposive sampling method with the condition that they had stayed at Hotel Dangau at least once and were at least 18 years old. The independent variables in this study include service performance, price, location, and promotion, while the dependent variable is the decision to stay. The results showed that service performance, price, location, and promotion have a significant influence on the decision to stay at Hotel Dangau Singkawang. As a recommendation, Hotel Dangau Singkawang can consider increasing the visibility of its location by adding LED signs to make it more visible to visitors.