Nanda Nanda, Lailatul Sa'dah

The Influence of Social Media, Brand Image and Location on the Decision to Stay at Imelda Hotel Kota Padang

Introduction

The influence of social media, brand image and location on the decision to stay at imelda hotel kota padang. Explore how social media, brand image, and location significantly influence the decision to stay at Imelda Hotel in Padang. This study reveals key factors for hotel choices.

Abstract

This study aims to determine the influence of social media, brand image and location on the decision to stay at imelda hotel in Padang city. The sampling technique uses an accidental sampling technique, using the Slovin formula so that a sample of 100 people is obtained. The F test was known that the value of fcal was 68,653 >from ftable 2.70 and the significance of f = 0.000 < 0.05, meaning that H4 was accepted and H0 was rejected. It can be said that Social Media, Brand Image, and Location simultaneously have a positive and significant effect on the decision to stay at Imelda Hotel. This means that social media variables, brand image and attraction location can explain the variables of the decision to stay at imelda hotels in Padang city, by 68.2%. The remaining 31.8% was explained by other variables that were not observed in this study.

Review

This study, titled "The Influence of Social Media, Brand Image and Location on the Decision to Stay at Imelda Hotel Kota Padang," addresses a highly relevant topic within hospitality management and marketing. The objective to determine the collective influence of social media, brand image, and location on hotel stay decisions is clearly articulated. The abstract effectively presents the core finding: a significant simultaneous effect of these three variables on the decision to stay, as evidenced by the F-test results and a substantial explained variance of 68.2%. This clarity regarding the study's aim and primary conclusion is a notable strength. However, certain methodological aspects could benefit from further detail or consideration. The adoption of an accidental sampling technique, while practical for data collection, inherently limits the generalizability of the findings, as the sample may not fully represent the broader population of potential hotel guests. While the abstract confidently states the collective influence, a more granular presentation of individual variable contributions (e.g., through regression coefficients or t-tests, if available in the full paper) would provide deeper insights into their relative importance. Additionally, clarification is needed regarding the consistent use of "location" versus "attraction location" in the concluding sentence, ensuring conceptual clarity. The practical implications of this research are clear, offering valuable insights for Imelda Hotel and potentially other hotels in competitive markets on where to focus their strategic efforts. The finding that social media, brand image, and location are crucial determinants provides actionable intelligence for marketing and operational improvements. Nevertheless, the acknowledged 31.8% of unexplained variance highlights a significant opportunity for future research to identify other influential factors, such as service quality, pricing, or peer reviews, which could further enrich the understanding of hotel stay decisions. Broadening the study's scope beyond a single hotel could also enhance the external validity and transferability of the findings.

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