EFFECT OF ADVERTISING AND SERVICE QUALITY ON CUSTOMER’S DECISION STAY AT THE ROYAL HOTEL DARMO MALIOBORO YOGYAKARTA

Abstract

This research was conducted to determine the effect of hotel advertising and service quality on consumer decisions at Royal Darmo Malioboro Yogyakarta. The population in this study is all consumers who stay at Hotel Royal Darmo Malioboro Yogyakarta at least more than one night. The samples used in this study were 100 respondents using a sampling technique using a non-probability sampling method. The data collection method used questionnaires and data processing techniques used multiple linear regression analysis. The results of the analysis show that advertising has a positive and significant effect on consumer decisions to stay at Hotel Royal Darmo Malioboro Yogyakarta. Service quality has a positive and significant effect on consumer decisions to stay at Hotel Royal Darmo Malioboro Yogyakarta. Advertising is expected to increase advertising on electronic media in conducting promotions. The quality of service requires routine maintenance of the building and other hotel facilities.

Keywords

• advertising
• service quality
• consumer
• decisions