Analisis Atribut yang Mempengaruhi Harga Sewa Kamar Hotel Bintang 3 di Kota Yogyakarta melalui pendekatan Harga Hedonik
DOI:
https://doi.org/10.61104/alz.v4i1.3302Keywords:
Harga Hedonik, Hotel Bintang 3, Kota YogyakartaAbstract
Industri hotel bintang 3 di Kota Yogyakarta beroperasi dalam struktur pasar persaingan monopolistik yang ketat, menuntut strategi penetapan harga yang presisi. Penelitian ini bertujuan menganalisis pengaruh lokasi, reputasi, dan karakteristik fisik terhadap harga sewa hotel bintang 3 di wilayah administratif Kota Yogyakarta menggunakan pendekatan Hedonic Pricing Model. Data dikumpulkan melalui observasi non-partisipan pada platform Traveloka dengan teknik sampling jenuh (saturated sampling) terhadap 39 hotel pada periode hari kerja (weekday). Menggunakan analisis regresi linier berganda dengan spesifikasi semi-logaritma, hasil penelitian menunjukkan bahwa model mampu menjelaskan 57,6% variasi harga pasar. Secara parsial, reputasi online, jarak ke pusat kota, ketersediaan kolam renang, dan paket sarapan terbukti berpengaruh signifikan terhadap harga sewa. Temuan empiris menyoroti fenomena menarik di mana luas kamar tidak berpengaruh signifikan, mengindikasikan bahwa pada periode hari kerja, konsumen di segmen ini lebih memprioritaskan fungsionalitas fasilitas dan lokasi strategis dibandingkan ukuran fisik ruang. Implikasi manajerial menekankan pentingnya pengelolaan reputasi digital dan penerapan strategi bundling layanan sebagai kunci penetapan harga premium.
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