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All Journal EBISMA: Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi
Hutagalung, Anri
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Economics, Econometrics & Finance

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Pengaruh Promosi dan Fasilitas Terhadap Keputusan Konsumen Menginap Pada Pia Hotel Pandan Kabupaten Tapanuli Tengah Hutagalung, Anri
EBISMA : Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi Vol. 2 No. 02 (2026): EBISMA : Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi
Publisher : EBISMA : Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi

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Abstract

This study examines the influence of promotion and facilities on consumers’ lodging decisions at PIA Hotel Pandan, Central Tapanuli Regency. Using a quantitative approach with associative methods, data were collected through validated and reliable questionnaires and analyzed using multiple linear regression. The results show that both promotion and facilities have a positive and significant effect on lodging decisions, both individually and simultaneously. The regression model (Y = 3.582 + 0.495X1 + 0.447X2) indicates that improvements in promotion and facilities increase consumers’ lodging decisions, with a determination coefficient of 66.3%. These findings highlight the importance of effective promotion and quality facilities in enhancing consumers’ decisions to stay at PIA Hotel Pandan.
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