Edunomika – Vol. 05, No. 02 (2021) 1305 : KEPUTUSAN MENGINAP DITINJAU DARI KOMPETENSI PEMASAR, FASILITAS DAN BRAND IMAGE (Studi pada Hotel Ramada Suites by Wyndham di Surakarta)

Ory Tri Oktaviady, . and Istiatin, . and Eny Kustiyah, . (2021) Edunomika – Vol. 05, No. 02 (2021) 1305 : KEPUTUSAN MENGINAP DITINJAU DARI KOMPETENSI PEMASAR, FASILITAS DAN BRAND IMAGE (Studi pada Hotel Ramada Suites by Wyndham di Surakarta). KEPUTUSAN MENGINAP DITINJAU DARI KOMPETENSI PEMASAR, FASILITAS DAN BRAND IMAGE (Studi pada Hotel Ramada Suites by Wyndham di Surakarta).

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Abstract

Abstract : This study aims to determine the effect of simultaneously (simultaneously) or partially the variables of marketer competence, facilities and brand image on the decision to stay at the Ramada Suites by Wyndham Hotel in Surakarta. This research method uses a quantitative descriptive research design. The population of guests staying at the Ramada Suites by Wyndham Hotel for 3 months from January 2021 to March 2021 is 4231 guests. The sampling technique used in this study is the Probability Sampling technique with a sample size of 61 respondents. Collecting data by using a questionnaire. The data analysis technique used is statistical analysis, namely multiple linear regression test, F test, t test, and the coefficient of determination. The results showed that marketer competence, facilities and brand image simultaneously and significantly influenced the decision to stay at the Ramada Suites by Wyndham Hotel in Surakarta. The variable that marketer competence, facilities and brand image affect the decision to stay is 0.749 or 74.9% while 25.1% is influenced by other variables not examined, such as price, product quality, location and others. Suggestions from this research, Hotel Ramada Suites by Wyndham in Surakarta continues to improve marketer competence, facilities and existing brand image, so that consumers' decision to stay will also increase and be better than before. Keywords : Stay Decision, Marketer Competence, Facilities, Brand Image

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