Pengaruh Kualitas Pelayanan, Lokasi, Brand Image dan Persepsi Harga terhadap Keputusan Menginap

I Putu Yogi Pujana; I Wayan Suartina; Luh Nik Oktarini

doi:10.32795/vol4wamrtno1th24

I Putu Yogi Pujana Program Studi Manajemen, Fakultas Ekonomi, Bisnis dan Pariwisata, Universitas Hindu Indonesia
I Wayan Suartina Program Studi Manajemen, Fakultas Ekonomi, Bisnis dan Pariwisata, Universitas Hindu Indonesia
Luh Nik Oktarini Program Studi Manajemen, Fakultas Ekonomi, Bisnis dan Pariwisata, Universitas Hindu Indonesia

DOI: https://doi.org/10.32795/vol4wamrtno1th24

Keywords: Kualitas Pelayanan, Lokasi, Brand Image, Persepsi Harga, Keputusan Menginap

Abstract

This research aims to determine the influence of service quality, location, brand image and price perception on the decision to stay at the OYO Hotel in East Denpasar. This research was conducted on people who had stayed at OYO Hotel East Denpasar District. The research sample consisted of 110 respondents. The research instrument test used is the Validity and Reliability Test. The data analysis techniques used are descriptive analysis, multiple linear regression analysis, classical assumption test, coefficient of determination test, t test and F test. Based on the results of the analysis, it can be concluded that: 1) service quality has a positive and significant effect on the decision to stay at the OYO Hotel, 2) location has a positive and significant influence on the decision to stay at an OYO Hotel, 3) brand image has a positive and significant influence on the decision to stay at an OYO Hotel, 4) price perception has a positive and significant influence on the decision to stay at an OYO Hotel, 5) service quality, location, brand image and price perception have a positive and significant influence on the decision to stay.

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