Pengaruh marketing mix terhadap keputusan pembelian hotel di Surabaya ( studi kasus pada Fave Hotel )

Prakasa, Davis Febrinanto (2013) Pengaruh marketing mix terhadap keputusan pembelian hotel di Surabaya ( studi kasus pada Fave Hotel ). Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Penelitian ini ditujukan untuk mengetahui bagaimana pengaruh marketing mix (7P) yang terdiri dari Product, Price, Place, Promotion, People, Physical Evidence, dan Process terhadap Buying Decision produk jasa hotel pada Fave Mex Hotel Surabaya. Sampel yang digunakan pada penelitian ini yaitu pengguna jasa Fave Mex Hotel Surabaya dengan jarak umur antara 18-60 tahun, memiliki pendapatan dan berdomisili di luar Surabaya serta pernah menggunakan jasa Fave Mex Hotel Surabaya dalam 6 bulan terakhir. Penelitian ini menggunakan responden sebanyak 155 responden. Untuk pengolahan dan penganalisaan data dalam penelitian ini yaitu dengan menggunakan Structural Equation Modeling (SEM) dengan software AMOS 16.0 sebagai software untuk mengolah data. Hasil analisis menunjukkan bahwa Product, Price, Place, Promotion, People, Physical Evidence, dan Process memberikan pengaruh yang positif terhadap Buying Decision. Temuan empiris tersebut mengindikasikan bahwa variabel Price, Physical Evidence, Promotion, dan Place memiliki pengaruh yang signifikan karena memiliki koefisien regresi diatas 0.200, namun terdapat juga variabel yang memiliki pengaruh tidak signifikan terhadap buying decision yaitu variabel Product, People, dan Process / This thesis is aiming to know how the impact of marking mix (7P) that consist of product, price, place, promotion, people, physical evidence, dan process toward purchasing decision of service hotel on fave mex hotel surabaya. The sample that is being used in this thesis is the user of fave mex hotel surabaya services within 6 months in the range age of 18-60 years, have income and lives outside surabaya to 155 respondent. To analyze and to process the data in this thesis, therefore using Structural Equation Modeling (SEM) AMOS 16.0 software. The analysis result shows that product, price, place, promotion, People, Physical Evidence, dan Process gives positive affection toward purchasing decision. The Empirical research indicates that the variable of price, physical evidence, promotion and place has significant affection because it has coefficient regression above 0.200, but there are also variables that doesn’t give significant affection toward purchase decision, they are the variable of Product, People, dan Process

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