PENGARUH PROMOSI MEDIA SOSIAL, HARGA DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN MENGINAP DI HOMESTAY ARABICA BONDOWOSO

This study aims to analyze the effect of social media promotion, price, and service
quality on guests’ stay decisions at Arabica Homestay Bondowoso. The research
employed a quantitative approach using a survey method by distributing
questionnaires to 119 respondents who were guests of Arabica Homestay in 2025. Data
analysis was conducted using multiple linear regression with the assistance of SPSS
version 27. The results indicate that social media promotion has a positive and
significant effect on stay decisions, while price also has a positive and significant effect
on stay decisions. In contrast, service quality shows a positive but insignificant effect
on stay decisions. Among the examined variables, price is the most dominant factor
influencing guests’ stay decisions. These findings suggest that guests place greater
emphasis on price and the effectiveness of digital promotion rather than service quality
when making initial stay decisions. This study is expected to provide practical insights
for the management of Arabica Homestay in developing effective marketing strategies
and pricing policies to increase guests’ stay decisions.