PENGARUH HARGA DAN LOKASI TERHADAP KEPUTUSAN MENGINAP (Studi pada Hotel Flamboyan, Kota Kupang)

Abstract

This research aims to determine and analyze: 1) respondents' perceptions of price and locationto the decision to stay at Flamboyan Hotel Kota Kupang; 2) the influence of Price to the decision to stay at Flamboyan Hotel Kota Kupang; 3) the influence of Location to the decision to stay at Flamboyan Hotel Kota Kupang; 4) the influence of Price and Location simultaneously to the decision to stay at Flamboyan Hotel Kota Kupang. The independent variables in this study are Price and Location, while the dependent variable is Stay decisions. The method used is descriptive quantitative method. The population in this study were all Staying of Flamboyan Hotel Kota Kupang. Samples were taken as many as 98 respondents using accidental sampling technique. Then analyzed the data obtained by using multiple linear regression analysis. This analysis includes multiple analysis tests, hypothesis testing through f and t tests, and analysis of the coefficient of determination (Adjusted r square) using the SPSS 26 application. Based on the results of the study obtained the regression equation: Y = 14.298 + 0.204 X1 + 0.297 X2. Hypothesis testing using t-test shows that the independent variables, namely Price and Location, are proven to significantly influence the dependent variable on stay decisions. Through the f test, it can be seen that the independent variable is indeed feasible to test the dependent variable of stay decisions. The Adjusted R Square figure is 0.547 or 54.7%; shows that 54.7% of the Stay decision variables are influenced by the independent variables in the regression equation. While the remaining 45.3% of the Stay decision variables are influenced by other variables not discussed in this study.These variables are Promotion, Service Quality, Word Of Mouth,which can be taken into consideration for further researchers in addition to Price and Location.