The effect of promotion and facilities toward customer purchase decision at Mikie Holiday Resort Berastagi

Tanuwijaya, Tiffany (2021) The effect of promotion and facilities toward customer purchase decision at Mikie Holiday Resort Berastagi. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The hotel industry competition is growing, hence, it challenges hotel management to perform with better strategies in conducting better promotion and well-maintained facilities. Mikie Holiday Resort Berastagi did not apply to any promotional activities according to their marketing executive. Also, based on the customer review, the writer has found out that facilities were often mentioned as an issue as it affects their further purchase decision and may shift to other competitors, hence, would be further investigated in this study. The purpose of this research is to identify if promotion and facilities will influence purchase decision at Mikie Holiday Resort Berastagi. This research is a descriptive one with employment of quantitative research approach. The population is the customer who ever stayed at Mikie Holiday Resort Berastagi. The samples are 82 collected by using accidental sampling through questionnaire distribution. The analysis technique has been carried out by using multiple linear regressions, coefficient determination, and hypothesis testing. The result of the coefficient determination portray strength of 54.2% which indicates that promotion (X1) and facilities (X2) in this research have a strong influence on the customer purchase decision (Y). These indicates that the more frequent promotions are carried out, and the more the facilities at the hotel, then the customer purchase decision will also increase. Based on the analysis result, Mikie Holiday Resort Berastagi may consider creating policies such as “Book Now, Holiday Later” to extend their promotional activities. Also, to add and improve their restaurant’s menu in terms of local and international cuisine / Persaingan industri perhotelan yang semakin meningkat menantang manajemen hotel untuk tampil dengan strategi yang lebih baik dalam melakukan promosi yang lebih baik dan fasilitas yang terpelihara dengan baik. Mikie Holiday Resort Berastagi tidak menerapkan kegiatan promosi apapun menurut staff pemasaran mereka. Selain itu, berdasarkan ulasan pelanggan, fasilitas sering menjadi isu dan hal tersebut mempengaruhi keputusan pembelian mereka dan dapat beralih ke pesaing lainnya, oleh karena itu, akan diselidiki lebih lanjut dalam penelitian ini. Tujuan dari penelitian ini adalah untuk mengetahui apakah promosi dan fasilitas akan mempengaruhi keputusan menginap pada Mikie Holiday Resort Berastagi. Penelitian ini merupakan penelitian deskriptif dengan pendekatan penelitian kuantitatif. Populasi dari penelitian ini merupakan pelanggan yang pernah menginap di Mikie Holiday Resort Berastagi. Sampel sebanyak 82 orang dikumpulkan dengan menggunakan convenience sampling melalui penyebaran kuesioner. Teknik analisis dilakukan dengan menggunakan regresi linier berganda, koefisien determinasi, dan pengujian hipotesis. Hasil koefisien determinasi menunjukkan hasil sebesar 54,2%, bahwa promosi (X1) dan fasilitas (X2) dalam penelitian ini berpengaruh terhadap keputusan pembelian konsumen (Y). Hal ini menunjukkan bahwa semakin sering promosi dilakukan dan semakin banyak dan terawatnya fasilitas di hotel, maka keputusan pembelian pelanggan juga akan meningkat. Berdasarkan hasil analisis, Mikie Holiday Resort Berastagi dapat mempertimbangkan untuk membuat kebijakan seperti “Pesan Sekarang, Liburan Nanti” untuk memperpanjang kegiatan promosi mereka. Juga, untuk menambah dan meningkatkan menu restoran mereka dalam perihal masakan lokal dan internasional.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Tanuwijaya, TiffanyNIM03013180105tt80105@student.uph.edu
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSyahputra, AliNIDN0108128102alisyahputrauph@gmail.com
Uncontrolled Keywords: promotion; facilities; customer purchase decision
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Medan > Business School > Management
Current > Faculty/School - UPH Medan > Business School > Management
Depositing User: Users 19012 not found.
Date Deposited: 03 Mar 2022 13:26
Last Modified: 28 Mar 2022 07:42
URI: http://repository.uph.edu/id/eprint/46690

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