Pengaruh Servicescape dan Social Media Marketing terhadap Keputusan Menginap Pelanggan di Zeqin Hotel Sidebuk-Debuk.

Abstract

This study aims to analyze the influence of servicescape and social media marketing on customer stay decisions at Zeqin Hotel. The research method used is a quantitative approach by distributing questionnaires to 95 respondents who have stayed at the hotel. Data analysis techniques use multiple linear regression tests, t-tests (partial), F-tests (simultaneous), and coefficient of determination (R²) tests. The results of the study indicate that servicescape has a positive and significant effect on stay decisions, which means that aspects such as comfort, layout, and hotel facilities play an important role in attracting customers. However, social media marketing does not have a positive and significant effect on stay decisions because it can build brand awareness and increase customer interaction. The coefficient of determination (R²) of 61% indicates that the servicescape and social media marketing variables together explain the variability of customer stay decisions, while the remaining 39% is influenced by other factors not examined in this study.