The Influence of Google Reviews and Facilities on Buyers' Decisions to Choose Hotel Kampi Surabaya
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This study aims to analyze the influence of Google Reviews on buyers' decisions in choosing Hotel Kampi Surabaya, the influence of facilities on buyers' decisions partially, and the simultaneous influence of both variables on buyers' decisions in choosing Hotel Kampi Surabaya. This study uses a quantitative correlational approach. The study population is Instagram followers of Hotel Kampi Surabaya (7,166 followers as of January 15, 2026). By using the Slovin formula and a margin of error of 10%, a sample of 100 respondents was obtained through the Probability Sampling technique with the Simple Random Sampling method. Data were collected through an online questionnaire using a 5-point Likert scale and analyzed using multiple linear regression with SPSS software version 25.0. Validity, reliability, and classical assumptions (normality, multicollinearity, heteroscedasticity) tests were conducted before hypothesis testing. The results of the study show that Google Reviews have a negative and significant partial influence on buyer decisions (t = –7.049; sig. = 0.000 < 0.05), which means that an increase in negative reviews on Google Reviews decreases buyer decisions to choose Hotel Kampi Surabaya. Facilities have a positive and significant partial influence on buyer decisions (t = 2.230; sig. = 0.028 < 0.05). Simultaneously, both variables have a significant influence on buyer decisions (F = 29.652; sig. = 0.000 < 0.05) with an *Adjusted R²* value of 0.367 or 36.7%. Google Reviews and facilities are two important determinants of buyer decisions in choosing Hotel Kampi Surabaya. Google Reviews is a more dominant factor with a beta coefficient of –0.568, which indicates that the valence of online reviews greatly influences buyer behavior.
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