<![CDATA[Medan's hospitality industry has grown rapidly with hotels increasing from 128 units (2021) to 235 units (2023), yet room prices remain high. This study analyzes the effect of hotel facilities, hotel location, and competition level on hotel room prices. Quantitative method with 77 hotel samples through stratified random sampling. Data were analyzed using multiple linear regression. Results show simultaneously the three variables significantly affect room prices (F=12,513; Sig.=0.000). Partially, hotel facilities have a positive and significant effect (β=0.371; Sig.=0.001), competition level significantly affects with a positive direction (β=0.507; Sig.=0.017), while hotel location has no significant effect (Sig.=0.288). Competition level is the most dominant determinant (β=0.507). Findings indicate Medan's hotel market operates in monopolistic competition where product differentiation determines prices. The implication is hotels need differentiation strategies and facility improvement.Keywords: Hotel Facilities; Hotel Location; Competition Level; Hotel Room Price; Medan City ABSTRAKIndustri perhotelan Kota Medan tumbuh pesat dengan peningkatan jumlah hotel dari 128 unit (2021) menjadi 235 unit (2023), namun harga kamar justru bertahan tinggi. Penelitian ini menganalisis pengaruh fasilitas hotel, lokasi hotel, dan tingkat persaingan terhadap harga kamar hotel. Metode kuantitatif dengan sampel 77 hotel melalui stratified random sampling. Data dianalisis menggunakan regresi linier berganda. Hasil menunjukkan secara simultan ketiga variabel berpengaruh signifikan (F=12,513; Sig.=0,000). Secara parsial, fasilitas hotel berpengaruh positif dan signifikan (β=0,371; Sig.=0,001), tingkat persaingan berpengaruh signifikan dengan arah positif (β=0,507; Sig.=0,017), sedangkan lokasi hotel tidak berpengaruh signifikan (Sig.=0,288). Tingkat persaingan merupakan determinan paling dominan (β=0,507). Temuan mengindikasikan pasar perhotelan Medan beroperasi dalam struktur persaingan monopolistik di mana diferensiasi produk lebih menentukan harga. Implikasinya, hotel perlu menerapkan strategi diferensiasi dan peningkatan fasilitas dalam menghadapi persaingan.Kata Kunci: Fasilitas Hotel; Lokasi Hotel; Tingkat Persaingan; Harga Kamar Hotel; Kota Medan]]>
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