PENGARUH PROMOSI, E-WOM, DAN LOKASI TERHADAP KEPUTUSAN MENGINAP PADA QUEEN GARDEN HOTEL BATURRADEN PURWOKERTO - Salwa Nafa Fadhila (Universitas Diponegoro, 2025)
Competition in the hotel business is getting tougher; companies have to compete with each other to attract consumers. For example, in Baturraden, there are more and more hotels. One of them is the Queen Garden Hotel, which experiences fluctuating occupancy rates. This study aims to determine the effect of promotion, e-women, and location on the decision to stay at Queen Garden Hotel. This research uses quantitative analysis with an explanatory research style. The sampling method uses non-probability sampling through purposive and accidental amplifying techniques. With the help of the SPSS system, the analysis techniques used are validity and reliability tests, correlation coefficients, coefficients of determination, simple linear regression analysis, multiple linear regression analysis, and t and F tests on 97 respondents. The results showed that promotion, e-wom, and location had a significant positive effect on the decision to stay. Queen Garden Hotel needs to make promotional content more creative, use words that make consumers curious, and follow trends. In addition to providing excellent service, consumers will give positive reviews, recommend it to others, and evaluate the capacity and layout of the parking area to optimize the existing space and provide valet services.Keywords: Promotion; E-WOM; Location; Staying DecisionPersaingan bisnis perhotelan semakin ketat, perusahaan harus saling berebut untuk mendapatkan konsumen. Contohnya di Baturraden, hotel semakin banyak. Salah satunya Queen Garden Hotel yang mengalami tingkat occupancy yang fluktuatif. Penelitian ini bertujuan untuk mengetahui pengaruh promosi, e-wom, dan lokasi terhadap keputusan menginap di Queen Garden Hotel. Penelitian ini menggunakan analisis kuantitatif dengan tipe explanatory research. Metode pengambilan sampel menggunakan non probability sampling melalui teknik purposive dan accidental ampling. Dengan bantuan sistem SPSS, teknik analisis yang digunakan adalah uji validitas dan reliabilitas, koefisien korelasi, koefisien determinasi, analisis regresi linier sederhana, analisis regresi linier berganda, uji t dan F pada 97 responden. Hasil penelitian menunjukkan bahwa promosi, e-wom, dan lokasi berpengaruh positif signifikan terhadap keputusan menginap. Queen Garden Hotel perlu Membuat konten promosi lebih kreatif, menggunakan kata – kata yang membuat konsumen penasaran dan mengikuti trend. Selain itu memberikan layanan prima, dengan itu konsumen akan memberikan ulasan positif dan merekomendasikan kepada orang lain dan melakukan evaluasi terhadap kapasitas dan tata letak area parkir untuk mengoptimalkan ruang yang ada dan menyediakan layanan valet.Kata Kunci: Promosi; E-WOM; Lokasi; Keputusan Menginap