The Effect of Consumer Behavior Factors on the Decision of Staying (Case Study of Bukittinggi 4 Star Hotel)

Abstract

The purpose of this study was to analyze the influence of consumer behavior factors on guest stay decisions at 4-star hotels in Bukittinggi. This type of research is a causal associative that determines the effect of each factor of consumer behavior on guest stay decisions at 4-star hotels in Bukittinggi. The population in this study were guests who had stayed at the 4-star hotel Bukittinggi, with the total sample were 125 people by using purposive sampling technique. The data analysis technique used was multiple linear regression analysis by analyzing the influence of consumer behavior factors on guest stay decisions, both together (simultaneously) and the influence of each factor (partial). The results showed that: (1) The factors of consumer behavior, namely cultural factors, social factors, personal factors, and Psychological factors significantly influence the decision to stay. (2) Cultural factors do not significantly influence the decision to stay. (3) There is a significant influence between social factors on guest stay decisions. (4) There is a significant influence between personal towards guest staying decisions. (5) Psychological factors significantly influence the decision to stay. (6) The social factor is the factor that has the greatest influence on the decision to stay.