Influence of Muslim-Friendly Facilities, Prices, And Locations On Decisions To Stay At Three And Four Star Hotels In Mataram City

ABSTRACT: This study aims to analyze the effect of Muslim-friendly facilities, price, and location on thedecision to stay at a hotel in the city of Mataram. The sampling method was a purposive sampling techniquewith a sample size of 40 respondents, while in data collection using a questionnaire distributed to respondentswho had stayed at three and four-star hotels in the city of Mataram. The data analysis technique used in thisresearch is Structural Equation Modeling-Partial Least Square. The results of this study indicate that theMuslim-friendly facilities variable has a positive but insignificant effect on the decision to stay at a hotel in thecity of Mataram. Meanwhile, the price has a negative but not significant effect on the decision to stay at a hotelin the city of Mataram. Meanwhile, the location has a positive and significant effect on the decision to stay at ahotel in Mataram City. While the magnitude of the influence of the Muslim-friendly facilities, price, andlocation variables on the decision to stay at three and four-star hotels in Mataram City was 42.7 percent.

KEYWORDS: Muslim-Friendly Facilities; Price; Location; Decision to Stay.