Pengaruh Pajak Hotel, Harga Penginapan, dan Kualitas Pelayanan terhadap Keputusan Pemilihan Penginapan pada Glamping Kuy Puncak

Abstract

This study aims to determine the effect of Hotel Tax, Accommodation Price, and Service Quality on lodging selection decisions among consumers at Glamping Kuy Puncak, both partially and simultaneously. This research is important because policies related to hotel tax and pricing can influence consumer decisions in choosing where to stay, particularly amid increasingly intense competition in the glamping business. The method used is quantitative associative research, aimed at identifying the relationships between variables. The population consisted of 400 consumers of Glamping Kuy Puncak, with purposive sampling technique and the Slovin formula at a 5% margin of error, resulting in a sample of 200 respondents. Of these, 3 respondents were eliminated for failing to meet the questionnaire completion criteria, leaving 197 respondents for data processing. Data were collected using a Likert scale and analyzed with SPSS through multiple linear regression, t-test, F-test, and coefficient of determination tests. The results show that Hotel Tax and Service Quality have a positive and significant effect on lodging selection decisions, while Accommodation Price has no significant partial effect. Service Quality is the variable with the greatest influence. Simultaneously, the three variables significantly affect lodging selection decisions, contributing 75.0%. These findings are expected to serve as a consideration for management in setting prices and improving service quality to encourage consumer decisions in choosing accommodation.