THE INFLUENCE OF PROMOTION ON THE DECISION TO STAY AT SWARGA LODGE AND HOMESTAY

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Published Jun 30, 2021
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Vol 1 No 1 (2021): JUNE 2021

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Indah Febryzha
Universitas Negeri Padang
Hijriyantomi Suyuthie
Universitas Negeri Padang

Abstract

The purpose of this research is to see the effect of promotion on guest decisions to stay at Swarga Lodge and Homestay. This study uses a causal associative method. The sample used is guests who are staying or have stayed at Swarga Lodge and Homestay, namely 95 guests using incidental sampling techniques by distributing questionnaires in the form of 28 statement items, 10 items of promotional variable statements, and 18 statements of staying decision variables. Furthermore, the data is described and the requirements analysis and hypothesis testing are carried out using simple linear regression and the coefficient of determination with SPSS.


The results of hypothesis testing, obtained the value of R Square is 0.006, which means the influence of variable (X) promotion and variable (Y) decision to stay is 0.6% and 99.4% due to other factors. Then the regression coefficient is obtained of 0.077, the significant value is 0.475> 0.05. It can be interpreted that the level of the number 1 promotion unit has increased by 0.077 in the decision to stay. So the hypothesis obtained is that H0 is accepted and Ha is rejected.

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Febryzha, I., & Suyuthie, H. (2021). THE INFLUENCE OF PROMOTION ON THE DECISION TO STAY AT SWARGA LODGE AND HOMESTAY. International Journal of Tourism and Hospitality Management Studies, 1(1), 18-23. Retrieved from http://ijthms.ppj.unp.ac.id/index.php/IJTHMS/article/view/4

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