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UKMC International Conference (UKMC IC) ProceedingsUKMC International Conference (UKMC IC) Proceedings

Currently, the business world, particularly in the service sector, has developed significantly. One of the growing service industries in Indonesia is tourism. The tourism industry certainly requires accommodations, one of which is lodging. Over time, Surabaya has seen an increase in the number of hotels ranging from 1 star to 5 star establishments. One of the four star hotels in Surabaya is Midtown Residence Surabaya. This research aims to determine whether social media marketing, facilities, location, and trust have an impact on the decision to stay at Midtown Residence Surabaya. This study is conducted quantitatively with data collection using questionnaires and analyzed using SPSS 26. The sample for this study consists of 100 respondents, with purposive sampling used for sample selection. Based on the data analysis results, the study shows that social media marketing does not affect the decision to stay, whereas facilities, location, and trust significantly influence the decision to stay.

Based on the research conducted, social media marketing does not significantly influence the decision to stay at Midtown Residence Surabaya.However, facilities, location, and trust significantly affect guests decisions to stay.This suggests that Midtown Residence Surabaya should focus on maintaining and improving its facilities, strategic location, and building guest trust to attract and retain customers.

Further research could explore the specific types of facilities that most influence guest satisfaction at Midtown Residence Surabaya, potentially through qualitative methods like in-depth interviews. Additionally, investigating the role of online reviews and reputation management in building trust among potential guests could provide valuable insights for the hotel. Finally, a comparative study examining the impact of social media marketing strategies on guest decisions in similar hotels within Surabaya could reveal best practices and areas for improvement, potentially focusing on content strategy and engagement techniques. These studies would contribute to a more nuanced understanding of consumer behavior in the Surabaya hospitality market and provide actionable recommendations for Midtown Residence Surabaya to enhance its competitive advantage and optimize its marketing efforts, ultimately leading to increased occupancy rates and customer loyalty. The research should also consider the impact of emerging technologies, such as personalized recommendations and virtual tours, on the decision-making process of potential guests, and how Midtown Residence Surabaya can leverage these technologies to enhance the guest experience and attract a wider range of customers. This could involve exploring the use of artificial intelligence to analyze guest preferences and provide tailored recommendations for facilities and services, or developing immersive virtual tours of the hotel to showcase its amenities and location.

  1. PENGARUH FASILITAS TERHADAP KUALITAS PELAYANAN SERTA IMPLIKASINYA PADA KEPUASAN PELANGGAN | JURNAL ECONOMINA.... ejournal.45mataram.ac.id/index.php/economina/article/view/375PENGARUH FASILITAS TERHADAP KUALITAS PELAYANAN SERTA IMPLIKASINYA PADA KEPUASAN PELANGGAN JURNAL ECONOMINA ejournal 45mataram ac index php economina article view 375
  2. ANALISIS FAKTOR YANG MEMPENGARUHI KONSUMEN TERHADAP KEPUTUSAN PEMILIHAN HOTEL (STUDI PADA HOTEL NAGOYA... stiealwashliyahsibolga.ac.id/jurnal/index.php/jesya/article/view/721ANALISIS FAKTOR YANG MEMPENGARUHI KONSUMEN TERHADAP KEPUTUSAN PEMILIHAN HOTEL STUDI PADA HOTEL NAGOYA stiealwashliyahsibolga ac jurnal index php jesya article view 721
  3. Pengaruh Penggunaan Endorsement dan Social Media Marketing Terhadap Keputusan Tamu Menginap di Hotel... doi.org/10.55123/toba.v1i4.1690Pengaruh Penggunaan Endorsement dan Social Media Marketing Terhadap Keputusan Tamu Menginap di Hotel doi 10 55123 toba v1i4 1690
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