Pengaruh marketigmix 7p dan hotel atmosphere terhadap keputusan menginap wisatawan di hotel pohon inn Malang

Afianti, Nanda Amfarah (2017) Pengaruh marketigmix 7p dan hotel atmosphere terhadap keputusan menginap wisatawan di hotel pohon inn Malang. Bachelor thesis, Universitas Pelita Harapan Surabaya.

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Abstract

Munculnya berbagai jenis akomodasi (Hotel) yang ada di Indonesia, khususnya di kota Malang merupakan salah satu bentuk dari perkembangan usaha Pariwisata dan Akomodasi. Usaha yang bergerak dibidang Pariwisata merupakan usaha yang cukup menjanjikan. Hal ini disebabkan karena Hotel adalah kebutuhan pelengkap dibidang jasa untuk para penikmat traveler dan orang-orang yang ingin berpariwisata. Karena semakin maraknya dunia pariwisata maka semakin meningkatnya juga Industri Perhotelan yang diminati. Maka pengusaha harus mampu membaca, menganalisa, dan merumuskan serta meramaikan Keputusan Pembelian yang Customer harapkan dan butuhkan. Penelitian ini ditujukan untuk menganalisa pengaruh variabel Produk, Price, Place, Promotion, People, Process, Physical Evidance, General Exterior dan General Interior terhadap Keputusan Pembelian di hotel Pohon Inn Batu. Penelitian ini dilakukan dengan metode analisis regresi linier berganda dengan mengambil sampel sebanyak 100 responden yang memiliki usia rata-rata 17-65 tahun. Untuk mengolah dan penganalisaan data dalam penelitian ini yaitu dengan menggunakan SPSS sebagai software untuk mengelola data. Hasil analisi menunjukkan bahwa Statistical Product and Service Solutions (SPSS) dengan versi 22.0 sebagai software untuk mengolah data. Hasil penelitian menunjukkan bahwa variabel Product, Process dan Physical Evidance memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian. Variabel Price, Place, Promosi, People, General Exterior dan General Interior memiliki pengaruh positif terhadap Keputusan Pembelian, namun ke enam variabel ini tidak berpenaruh signifikan terhadap Keputusan Pembelian / The emergence of various types of accommodation (hotels) in Indonesia, especially in the city of Malang, JawaTimur, is one form of business development Tourism and Accommodation. Field of business that moves in Tourism is a promising business. This is because a Hotel is a complementary need in the field of services for travelers and people who want to visit1. Due to the increasingly widespread world of tourism, Hospitality Industries are always in demand. In order for entrepreneurs engaged in the Hospitality Industry to survive in business competition, The entrepreneur must be able to read, analyze and formulate also predict the Purchase Decision that the customer would expect and need. This research aims to analyze the influence of Product, Price, Place, Promotion, Person, Process, Physical Evil, General and General to Decision of Purchase at Hotel Pohon Inn Batu. This research aimswas conducted by multiple linear regression analysis method by taking samples of 100 respondents who have an average age of 17-65 years. To process and analyze data in this research is by using SPSS as software for data management. The analysis results show Product Statistics and Service Solutions (SPSS) with version 22.0 as software to process data. The result showed that the Product Variables, Processes and Physical Evidence have a positive and significant influence on Purchase Decision. Price Variable, Place, Promotion, Person, General Exterior and General Interior have a positive influence on Purchase Decision, but for the six variables have no significant effect on Purchase Decision

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