Abstract

This study examines the effect of brand image, price, and promotion on stay decision in Cadaka Hotel - Central Java. This research was conducted on 94 respondents of the consumers whod stay in hotel. The data were collected through interview, documentation, and questionnaires. The data were multiple linear regression analysis. The results of this study indicate that brand image has a positive and significant effect on stay decision, price has a positive and significant effect on stay decision, and promotion has a positive and significant effect on the stay decision consumers in Cadaka Hotel - Central Java. This research shows that the better the brand image that is formed, the price offerded, and promotions made by the hotel, the decision to stay overnight will also increase.

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