Pengaruh Fasilitas, Kualitas Pelayanan, dan Persepsi Harga terhadap Keputusan Menginap di Hotel Al Badar Makassar

Abstract

The hospitality industry in Makassar City faces increasingly intense competition, requiring hotel management to implement effective marketing strategies to attract guests. This study aims to analyze the influence of facilities, service quality, and price perception on guests’ decision to stay at Hotel Al Badar Makassar. The research employs a quantitative approach with an associative causal design. The sample consists of 95 hotel guests selected through incidental sampling. Data were analyzed using classical assumption tests, instrument tests, multiple linear regression analysis, and coefficient of determination tests with SPSS 26. The results show that all independent variables—facilities (X₁), service quality (X₂), and price perception (X₃)—have a positive and significant effect on the decision to stay (Y), with significance values of 0.000, 0.006, and 0.003 respectively (p < 0.05). The regression model obtained is Y = 2.108 + 0.342X₁ + 0.266X₂ + 0.294X₃, indicating that each one-unit increase in the independent variables leads to an increase in the decision to stay, assuming other variables are constant. Simultaneously, the three variables significantly affect the decision to stay (p = 0.000). The R Square value of 0.692 indicates that 69.2% of the variation in the decision to stay can be explained by the three independent variables, while the remaining 30.8% is influenced by other factors not examined in this study