Yudhistira Ganjar Pratama, PRATAMA, Yudhistira Ganjar (2025) PENGARUH AMBIENCE DAN LOKASI TERHADAP KEPUTUSAN MENGINAP DI LA NOSTALGIE BOUTIQUE HOTEL BANDUNG. S1 thesis, Universitas Islam Nusantara.

	Text 2. SKRIPSI PENGARUH AMBIENCE DAN LOKASI TERHADAP KEPUTUSAN MENGINAP DI LA NOSTALGIE BOUTIQUE HOTEL BANDUNG.pdf - Submitted Version Restricted to Repository staff only Download (3MB)
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Abstract

This study aims to analyze the influence of ambience and location on the decision to stay at La Nostalgie Boutique Hotel Bandung. The research was motivated by the hotel’s relatively low occupancy rate compared to other three-star hotels in Bandung, which is presumed to be influenced by the hotel’s uncomfortable atmosphere and less accessible location. This is a quantitative study using a survey approach, with data collected through questionnaires distributed to 385 respondents. The data analysis techniques employed include multiple linear regression, validity and reliability tests, as well as classical assumption tests. The findings show that ambience and location simultaneously influence guests’ decision to stay. Partially, ambience has a significant effect on decision to stay, while location also contributes to the decision-making process of guests when choosing the hotel. The study concludes that to increase guest decision to stay, the hotel management should improve the physical atmosphere of the hotel to be more comfortable and attractive, and enhance the accessibility and visibility of the hotel’s location. This research is expected to serve as a reference for hotel management and future studies in developing marketing strategies and improving service quality. Keywords: Ambience, Decision to Stay, La Nostalgie Boutique Hotel, Location

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