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

Abstract

The purpose of this study was to determine the effect of facilities,brand image, location, and trust in the decision of consumers to stay at the hotel. This research method uses a quantitative approach. The data collection technique used purposive sampling by distributing a questionnaire of 180 respondents with predetermined criteria being guests who were staying overnight and who were at least 17 years old. The results of the data analysis showed that all statement items for each variable in the questionnaire were declared valid, all variables were declared reliable. The results of the P-P Plot Normality Test show that the data used in this study are normally distributed. Multicollinearity test results show no symptoms of multicollinearity between independent variables in the regression model. The results of the Heteroscedasticity Test showed that there were no heteroscedasticity symptoms in the regression model because there was no clear pattern and the distribution of points above and below the number 0 on the Y axis. The results of the multiple linear regression equation in this study were Y = 2.699 + 0.083 X1 + 0.212 X2 + 0.176 X3 + 0.224 X4. Based on the value of Adjusted R square is 51.5%. The results of the t test data analysis show that the facilities do not affect the decision to stay, meanwhileBrand Image, location, and trust have a significant effect on the decision to stay.