Consumers Staying Decisions at Sharia Hotel in Semarang City
The development of Islamic hotels in Semarang City is still lagging behind when compared to the development of Islamic hotels. This study aims to examine the effect of facilities, Islamic branding, and income on consumer stay decisions of Islamic hotels in Semarang City. This study uses a quantitative approach, namely research that uses data in the form of numbers, and the analysis uses statistics. The population in this study were Islamic hotel customers in Semarang City, namely Grasia Hotel, Omah Pelem Syariah Hotel, Graha Agung Hotel, and Haztel Syariah, totaling 58,906 people. The technique of determining respondents uses probability sampling techniques with stratified random sampling methods. Using the Slovin formula resulted in 100 respondents. This study uses primary data or data obtained directly from respondents, by providing a questionnaire in the form of written questions. The analysis technique uses multiple linear regression analysis methods with SPSS 26 statistical software. Each variable is measured using predetermined indicators. The results showed that. facilities, Islamic branding, and income partially and simultaneously have a positive and significant effect on the decision to stay with Islamic hotel consumers in Semarang City. The percentage of the influence of facilities, Islamic branding, and income on overnight decisions is 79.4%, the rest is influenced by other variables not examined in this study.
Keywords: Facility, Islamic Branding, Revenue, Consumer Decision, Syariah Hotel
