THE INFLUENCE OF BRAND IMAGE, PRICE, ELECTRONIC WORD OF MOUTH (E-WOM), AND COMFORT ON THE DECISION TO STAY AT MIDTOWN HOTEL BASUKI RACHMAT SURABAYA

Abstract

Tourism is one activity where the purpose is to travel away from their usual place of residence. Tourism also need some accommodation, one of which is lodging accommodation. Surabaya itself has several hotels where, over time, the growth of hotels in Surabaya has increased, ranging from 1-star to 5-star hotels. One of the hotels in Surabaya is the Midtown Hotel Basuki Rachmat Surabaya, which is a 3-star hotel. The purpose of this research is to determine whether brand image, price, electronic word of mouth (E-WOM), and comfort influence the decision to stay at the Midtown Hotel Basuki Rachmat Surabaya. This research was conducted quantitatively with data collection using a questionnaire and analyzed using SPSS version 23. The sample in this study consisted of 100 respondents selected through purposive sampling. Based on the data analysis results of this research, it shows that the variables of brand image and price significantly influence the decision to stay, while electronic word of mouth (E-WOM) and comfort do not influence the decision to stay.