Pengaruh Kualitas Pelayanan, Lokasi dan Strategi Promosi terhadap Keputusan Menginap pada Hotel Bali Senia di Denpasar

Abstract

The recent condition of the tourism industry has shown an unfavorable situation, bearing in mind the political climate that is developing in Indonesia and the vulnerability and high risks faced by a tourism industry, making tourism in Indonesia and Bali in particular face many trials. The consumer decision made in the hospitality business is a person's decision to stay at the hotel. The decision that consumers choose in choosing a hotel is the key to the continuity of a hotel's cycle because consumers are assets. The factors that influence the decision to stay are service quality, location and promotion strategy. This study attempts to ascertain the impact of location, promotion strategy, and service quality on the choice to stay at Bali Senia Hotel. All guests that stayed at the Bali Senia hotel in December 2022 made up the study's population. Purposive sampling was used to select the 82 samples for this investigation, and multiple linear regression analysis was used to assess their responses.The findings of this study suggest that the decision to stay is positively impacted by service quality. The choice to stay is positively impacted by location. The Promotion Strategy has a favorable influence on the choice to stay, so it is advised that Bali Senia Hotel increase promotion. The business should focus on marketing via social media, booking engines, etc. to ensure that the promotions run as smoothly as possible to increase the choice to stay at the Bali Senia Hotel.