![]() The analysis technique used is multiple linear regression analysis. Data collection methods using a questionnaire. The type of non-probability sampling used is accidental sampling. The sampling technique in this study was conducted with non-probability sampling. The sample in this study was 100 respondens. Therefore, sampling was conducted for this study. The population in this study are guests who are staying or have stayed at Swiss-Belhotel Borneo in Samarinda. The variables used in this study consisted of independent variables are brand image, service quality, and word of mouth, while the dependent variable was the stay decision. This study aims to determine the effect of Brand Image, Service Quality, and Word of Mouth on the decision to stay at Swiss-Belhotel Borneo in Samarinda. However, the number of guests who decide to stay at a hotel has not yet reached the target set and even the percentage of guests has fluctuated. Swiss-Belhotel Borneo in Samarinda is one of the service companies in the hotel sector that depends on the number of guests who decide to stay at the hotel in order to make a profit. Brand Image and Quality Service with Word of Mouth are important applied by service company in the hotel sector who wants to increase the number of guests to use or stay at the hotel.
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