Research Paper
Year: 2019 | Month: July | Volume: 6 | Issue: 7 | Pages: 295-304
Analysis of the Influence of Marketing Mix on Decision to Stay at Grand Jamee Syariah Hotel
Angga Satria1, Prof. Dr. Ir. Darwin Sitompul2, Dr. Zahari Zen3
1Postgraduates Students Master of Management University of North Sumatera, Indonesia
2Postgraduates Lecturer Master of Management University of North Sumatera, Indonesia
Corresponding Author: Angga Satria
ABSTRACT
Marketing is a process of the preparation of effective communication and aims to provide information about the goods or services . Marketing is related to how business people can satisfy people's needs and desires. In recent years Grand Jamee Syariah Hotel has continued to increase sales so that the number of room occupancy increases. The formulation of the problem in this study is the factors of the marketing mix which influences the decision to stay at the Grand Jamee Syariah Hotel. This research is a type of hypothesis testing research with a research population that is visitors who stay at the Grand Jamee Syariah Hotel. Sample selection is done by accidental (accidental sampling) method, which in this study took 80 respondents. The data used are primary data and secondary data, both qualitative and quantitative. This study analyzes the influence of products, prices, places, promotions, processes, people and physical supporters of the decision to stay. The research method used is multiple regression by conducting a classic assumption test first. The results of this study indicate that partially the place and promotion does not have a significant effect on the stay decision while the product, price, process, person and physical support each have a significant influence on the decision to stay. But products, prices, places, promotions, processes, people and physical support have a significant effect on the decision to stay simultaneously. Among the seven independent variables, prices and processes have the greatest influence on the decision to stay at the Grand Jamee Syariah Hotel.
Key words: Marketing Mix, Product, Price, Place, Promotion, Person, Process, Physical Support, and Decision to Stay
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